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Viewing report
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Design for Global Markets. Edition No. 1
VDM Publishing House, June 2009, Pages: 144
In a global economy, no company can safely assume
that their products will be accepted in foreign
markets. The main challenge is to understand and meet
the latent needs of culturally diverse groups.
This book examines from users' perspective the issue
of developing new products for global markets. Given
that the primary goal of any design is to create
value for users, Boztepe argues that the concept of
user value could be a driving force in design
decision-making. Through interviews with women about
their kitchen practices and observations of their use
of kitchen appliances, she presents an ethnographic
account of users' value assignment to everyday
products as they interact with them. She also
examines the cultural elements involved in the
process of value assignment. Boztepe uses these
findings to propose a user-value-based adaptation
framework to assist marketers, product designers and
managers in dealing with the complex issue of
designing and tailoring products for local needs.
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