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ETD Abstract Container

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Design for Global Markets Balancing Unilateral Global Brands with Local Cultural Values

Zhang, Yue
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1250534240

Abstract Details

2009, MDes, University of Cincinnati, Design, Architecture, Art and Planning : Design.
Designing products for global markets with cultural backgrounds that differ from those of the company’s native culture (cross-cultural design) is an increasingly important challenge for many local and international companies. This thesis identifies different strategies and describes how companies can choose the best approach when working on cross-cultural design projects. Design is key to achieving business success in the international market place and maintaining harmonious cultural development. A person’s values are a combination of local/national cultural values and global cultural influences. The percentage varies by geography and product category. Cross-cultural design practitioners must better understand the balance when integrating local and global cultural factors. For this research three strategies incorporating culture research that contribute to the improvement of cross-cultural design projects are analyzed: 1) Global Brands, 2) Reconfiguring National Brands, and 3) Target Markets’ Culture Localizing International Brands. These strategies will enable cultural outsiders to design successfully for international markets.
Craig Vogel (Committee Chair)
Brigid O'Kane (Committee Member)
42 p.
Design
product design; culture; brand; international; globalization; localization; markets

Recommended Citations

Citations

  • Zhang, Y. (2009). Design for Global Markets Balancing Unilateral Global Brands with Local Cultural Values [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1250534240

    APA Style (7th edition)

  • Zhang, Yue. Design for Global Markets Balancing Unilateral Global Brands with Local Cultural Values. 2009. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1250534240.

    MLA Style (8th edition)

  • Zhang, Yue. "Design for Global Markets Balancing Unilateral Global Brands with Local Cultural Values." Master's thesis, University of Cincinnati, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1250534240

    Chicago Manual of Style (17th edition)

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© 2009, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.