Glocal Product Design: A Sustainable Solution For Global Companies In Regional And/Or Local Markets
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Bijan Aryana1 and Seyed Javad Zafarmand 2
1 Design Department, Shiraz Municipality, Shiraz, Iran, aryana@mail.iust.ac.ir
2Industrial Design Department, Fine Arts Faculty, University of Tehran, Tehran, Iran, zafarmand@ut.ac.ir
ABSTRACT:
The concept of Globalization highlights macro-micro relationships and is an alternative to the
concept of Globalization. Product design and development is one of the areas in which this
concept could be applied. In this research, a case study on mobile phones and the Iran market
demonstrates that, while there are differences between Iranian users and users in developed
countries, the range of mobile phones available in the Iran market is similar to that in global
markets. Moreover, a comparison between two global companies shows that including product
specifications based on the characteristics of regional markets leads to business advantages.
According to these findings, Glocal Design would be a solution for product design and
development in the era of globalization and in this way, new models could be developed in future
research.
Keywords: Product Design and Development, Globalization, Glocalization Concept
1. INTRODUCTION
Globalization as a contemporary issue has been critiqued because of its possibly negative sociocultural
effects on local and regional communities. While globalization is a powerful force in the
early 21st century, finding an approach to moderate globalization in regional contexts is
considered a major issue in many areas such as sociology, management etc.
The concept of Glocalization represents such a moderating approach. The term Glocal, which...
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