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Design and Global Culture

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The Design Imperative

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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.

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Notes

  1. 1.

    The advertisement for Asahi Super Dry “Above All Else” (2015) can be retrieved from https://www.youtube.com/watch?v=yancnkCTKaI.

  2. 2.

    The commercial for Tajín’s “A Toda Hora” can be accessed at https://www.youtube.com/watch?time_continue=3&v=CYI9qil9VRk

  3. 3.

    Tajín’s “Add a Zing” commercial can be accessed at https://www.youtube.com/watch?v=-zRfRAoiM2M

  4. 4.

    Please see http://www.tajin.com/our_origin for Tajín’s global marketing strategy.

  5. 5.

    The first episode of Toyota’s “The One and Only” featuring Lee Min Ho can be found here: https://www.youtube.com/watch?v=zIqLk37jDJE.

  6. 6.

    The “New Kid” Campbell’s Star Wars Soup commercial can be accessed here: https://www.youtube.com/watch?v=yTvMSHVTem0.

  7. 7.

    The quote from Cheryl Pearson-McNeil was extracted from an article in The Atlantic on black consumers. The article can be retrieved from https://www.theatlantic.com/politics/archive/2016/02/black-consumers-have-unprecedented-impact-in-2015/433725/.

  8. 8.

    The NCT joint venture/ localization model is an evolution of the strategy taken with bands like Super Junior M and EXO. Super Junior M is a subunit of a Super Junior, where “M” stands for “Mandarin,” comprised of three Koreans and three Chinese members. The band was created to promote within China. EXO is two six-member groups with the same name: EXO-K (e.g. Korean) and EXO-M (e.g. Mandarin). The two groups perform the same song in two different languages. Music videos for the two bands are identical productions, featuring the same “script” and shots but with different members.

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Authors and Affiliations

  1. Department of Marketing Mihaylo College of Business and Economics, California State University, Fullerton, CA, USA

    Steven Chen

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Chen, S. (2019). Design and Global Culture. In: The Design Imperative. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78568-4_11

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