Premium
Strategic Design Helps Build a Global Brand in Turkey
Author(s) -
Topaloğlu Fulden,
Er Özlem
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2010.00061.x
Subject(s) - turkish , niche market , business , marketing , competitive advantage , advertising , industrial organization , commerce , engineering , philosophy , linguistics
As Turkish brands seek to find a place on the global market, some are discovering design as a powerful tool for competitive advantage. This case study tells the story of VitrA Bath, which is claiming a hard‐won niche on the world market by positioning itself as a design‐led company.