Design for Global Markets

In a global economy no company can safely assumethat their products will be accepted in foreignmarkets. The main challenge is to understand and meetthe latent needs of culturally diverse groups.This book examines from users' perspective the issueof developing new products for global markets. Giventhat the primary goal of any design is to createvalue for users Boztepe argues that the concept ofuser value could be a driving force in designdecision-making. Through interviews with women abouttheir kitchen practices and observations of their useof kitchen appliances she presents an ethnographicaccount of users' value assignment to everydayproducts as they interact with them. She alsoexamines the cultural elements involved in theprocess of value assignment. Boztepe uses thesefindings to propose a user-value-based adaptationframework to assist marketers product designers andmanagers in dealing with the complex issue ofdesigning and tailoring products for local needs.