LG Electronics has chosen "Concept," "Style," "Interface," and "Finish" as its four core design skills, in a bid to accomplish its goal of "great design."
Design that integrates sensitive ergonomics
and technology
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The company has been delving deeply into design and research in this technological era. That is why the work of the design team is geared toward the company's vision of becoming a "Digital Life Creator." From a practical perspective, technology is becoming an increasingly important part of our modern lives. A growing number of products come already integrated with "intelligent" microchips and equipped with networking options.
This area, although still in its early stages, has great design potential.
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In this context, design plays a critical role in harmonizing technology and human needs — something which requires designers to put on their inventing caps. They must predict emerging needs, design new worlds and lifestyle concepts, and hand over their inventions to the public.
This trend was started by the Life Soft Research Lab, which was established about 20 years ago. Design plays a crucial role at the Corporate Design Center, even if much of the work within the Center remains largely unseen by the outside world. Researchers, designers, and trend scouts predict the future by examining and identifying consumer needs, observing the public's interest in products, and finally developing design concepts and solutions.
This means they are always one step ahead of the game and are already working on products for the future. Research does not only focus on products and technological opportunities, but is also an attempt at understanding customer and market trends.
Winning Over the Top-Class Market
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LG Electronics has also been pursuing a premium market strategy in order to participate in the lucrative market for high-end household appliances, mobile telephones, and other multimedia products. This move is a great opportunity for the company to position itself as an innovative technology firm with a flair for design, thereby enabling LG Electronics to build on its market position — with a keen focus on becoming one of the top three global corporations by 2010.
Correspondingly, the global premium market strategy is supported by LG Electronics' global top design approach and high level of innovation. For this reason, LG Electronics now has research and development laboratories in more than 25 locations around the world. R&D investments have been continuously increasing, amounting to US$ 3.1 billion as of last year. Strategic alliances with technological leaders have also been forged as part of LG Electronics' global strategy for growth.
And judging by the company's business performance, it is clear that LG Electronics has adopted the best and most powerful strategy. The company is very successful in its efforts to establish itself in an increasingly competitive design market. LG Electronics' products are becoming increasingly well-known for their originality and uniqueness, as well as their coherence within individual product lines.
