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Designing for Other Cultures: A Strategic Approach
Author(s) -
Harrel Dan,
Prabhu Girish
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00278.x
Subject(s) - china , product (mathematics) , ethnography , process (computing) , business , marketing , advertising , sociology , computer science , political science , law , anthropology , geometry , mathematics , operating system
LITTLE THINGS can make a big difference in the global marketplace. Searching for those nuances, Dan Harel and Girish Prabhu present profiles they believe will help Kodak expand its sales in Japan, China, and India. For each country, they distill design priorities and market segments. More important, they make a strong case for exploiting ethnographic research within the “global product” development process.