“Technology Is Not the Answer” 

Judgment Is: 2026 Global Residency Asia for OneMBA Explores Business Education in Korea

The Executive Education Center at Korea University’s Graduate School of Business Administration hosted “2026 Global Residency Asia for OneMBA” from May 19 to 22. A total of 45 OneMBA students from leading business schools overseas, including Toulouse Business School in France, FGV São Paulo School of Business Administration in Brazil, and Xiamen University in China, visited Korea to gain firsthand insights into the country’s business education ecosystem and corporate practices.

OneMBA is a global MBA program jointly operated by three business schools around the world. Global Residency is a core component of the program, through which participants visit each partner university sequentially and experience local business environments and academic perspectives. The Seoul program was designed to offer a multifaceted view of Korea’s digital innovation landscape through lectures, group presentations and discussions, and company visits.

Does the Market Choose Better Technology?

On May 20, the second day of the program, Professor Byung Cho Kim delivered a lecture titled “Digital Transformation: Theory and Practice” in Room 301 of Hyundai Motor Hall. Designed to examine the essence of digital transformation through theoretical frameworks and real-world cases, opened with Professor Kim stressing that an understanding of technology management should precede any discussion of digital transformation. He described technology management as “a field that considers how to commercialize technology and what technologies should be developed for future businesses,” emphasizing the need to view digital transformation and artificial intelligence not simply as technological trends, but from the perspective of business strategy.

The lecture explored various cases showing how innovation has transformed companies and industries. Alongside examples of smartphones opening up new business ecosystems, Professor Kim also introduced industries that had contracted amid the tide of innovation. Describing innovation as “a double-edged sword,” he pointed out that technological change can unlock new opportunities while disrupting established industries.

If so, does the market always choose better technology? Professor Kim addressed this question through the case of Gibson’s automatic tuning system. Although the system was functional and reasonably priced, it failed to gain market acceptance because it clashed with the authenticity, emotional connection, and user experience cherished by musicians. Through this case, Professor Kim explained that digital transformation is not merely about adopting better technology, but a process that must also consider consumer experience and the mindset of members within an organization. After the lecture, students continued the discussion on topics including the impact AI may have on future generations and the ethical boundaries of AI use.

What If AI Becomes the Judge, and Why Did Nike Fail?

On the morning of May 21, the following day, the program took on a completely different format. The group presentation session was conducted in a way that allowed students to analyze cases, present their arguments, and examine one another’s logic. Before the presentations began, the faculty emphasized the vital importance of peer learning, encouraging students to actively ask questions and exchange opinions.

G3 used the film Mercy to present on the theme “When the Machine Becomes the Judge,” discussing the possibilities and limitations of AI judges. G7 presented “Nike’s Digital Transformation Struggle: When Owning the Customer Relationship Was Not Enough,” focusing not just on the digital transformation itself, but on its execution speed and strategic approach. While Professor Kim’s lecture the previous day had provided a theoretical framework, the presentation session gave students an opportunity to develop arguments around that framework in their own words. Rather than maintaining a one-way division between presenters and audience members, the session emerged as a dynamic platform for participants to cross-pollinate ideas and accelerate mutual learning.

Can the Language of the Classroom Translate to the Corporate Field?

The discussions developed in the classroom continued through company visits. On the afternoon of May 21, participants visited NC AI, where they took part in a company introduction, a Q&A session, and an office tour. On May 22, they visited Hyundai Motor Company’s Yangjae headquarters, where they participated in a corporate tour and attended briefings on Hyundai Motor and HMG Smart City. These visits allowed participants to see firsthand how the digital transformation theories and cases explored in the classroom are being implemented in actual corporate settings in Korea.

“Global Residency Asia for OneMBA” is an educational program that enables global OneMBA students to learn about Korea’s business environment and innovation strategies. Through this program, Korea University’s Graduate School of Business Administration continues to foster global knowledge exchange with elite institutions worldwide, thereby broadening the horizons of international business education. 

KUBS Student Press |Reporting by Chaewoo Lee, Hyunji Lee / Photography by Dajin Kim, Hyunji Lee