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Design Strategies for the Global Marketplace (Vol.10 No.4)

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Design Strategies for the Global Marketplace

 

Success in world markets is hallmarked by excellence, innovation, and sensitivity to cultural nuances. Contributors to this issue discuss the management challenge of trying to achieve the optimum balance among design attributes that are universal and those that are responsive to a particular place and time. Authors analyze how the meaning of the products and services can change from one culture to another. They present "ethnography: as a methodology to distill culturally relevant data. They probe approaches to global marketing. And they review the benefits and problems of international joint ventures.

 

 

Articles

Adaptation: The Key to Multicultural Marketing
Yuri Radzievsky, Anna Radzievsky, and Elisabeth Mantello

Designers, on Your Marks! 
Dominique Wagner and Samuel Grange

The Peifan “Lucky Star”: A Car for China
Hazel Clark and Anthony Ip

Managing the Challenge of Design for Innovation
Robert Whitman Veryzer, Stefan Habsburg, and Robert Veryzer

Design Ethnography
Tony Salvador, Genevieve Bell, and Ken Anderson


Muji: A Japanese Brand Meets the UK
Noriji Sato

Global Dimensions of Web Site Design
Peter Seidler and Thomas Muller

Brand Design Imperatives for Emerging Global Markets
Jerome C. Kathman

Designing for Other Cultures: A Strategic Approach
Dan Harel and Girish Prabhu


Do You Dig Up Dinosaur Bones? Anthropology, Business, and Design
Judy Tso

 
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