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Strategic Design Helps Build a Global Brand in Turkey

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Fulden Topaloglu, M.Sc, Industrial Product Design, Istanbul Technical University, Turkey; Özlem Er, PhD, Professor, Department of Industrial Product Design, Istanbul Technical University, Turkey


In Turkey, where industrial design activities began rather late in the second half of the twentieth century, the progress of industrial design followed the path of technological learning and tended to be along the lines of modest product modifications aimed at adopting foreign designs for the domestic market. In the 1990s, however, the Turkish government began to encourage export-oriented production and a more liberal trade regime as well. Fulden Topaloglu and Özlem Er, both from Istanbul Technical University, here take up the story of VitrA Bath, a division of one of Turkey's larger manufacturing companies, as it begins to invest more heavily in design and take aim at the global market.




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Design Strategy, Business Design, Industrial Design, Strategic Design, Design Value, Consulting, Product Design

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