Design and Global Culture

Steven Chen
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Steven Chen: California State University

Chapter 11 in The Design Imperative, 2019, pp 171-204 from Springer

Abstract: Abstract A product or service that works in one culture may not work in another culture. This chapter addresses important considerations in designing products and services that are aimed at global markets and ethnic consumers within a market. Specifically, the chapter will outline mode of entry, cultural branding, and ethnic marketing strategies that are used by leading firms in the automotive, food and beverage, and culture industries.

Keywords: Ethnic Consumers; Foreign Foreign Direct Investment (FDI); Ethnic Segments; Hallyu; Ethnic Cleavages (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-78568-4_11

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DOI: 10.1007/978-3-319-78568-4_11

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