Country specific customisation of smart phones for emerging markets: insights from case studies in Iran and Turkey

Bijan Aryana and Casper Boks

International Journal of Logistics Economics and Globalisation, 2012, vol. 4, issue 3, 179-196

Abstract: Customisation can be placed in different phases of a product lifecycle and even during the use of a product. Effects of cultural differences and country specific characteristics on use of products and consequently country specific customisation are interesting from different perspectives such as business advantage and usability. In this study, we did two case studies on first time users of smart phones in emerging markets of Iran and Turkey. We found out that there are some country specific needs and usability problems which may need country specific customisation. Fortunately, customisation of smart phones after the standard production in regional markets is feasible because of the flexibility of standard software applications which can be installed on smart phones. In addition, existing marketing infrastructures can be used for user research activities which are aimed for customisation. Innovative users also can participate in design for customisation.

Keywords: customisation; product lifecycle; emerging markets; Iran; Turkey; smart phones; cultural differences; country characteristics; culture; first time users; design for customisation. (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=50206 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:injleg:v:4:y:2012:i:3:p:179-196

Access Statistics for this article

More articles in International Journal of Logistics Economics and Globalisation from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().