Should a brand or product be international or adapted to different tastes and cultural priorities? What design tactics help leverage sales in developing markets? How can design become a gateway to the global marketplace? These are among the challenging questions addressed in this volume--fueled by articles with strategic insights on international marketing and manufacturing, perspectives that compare Eastern and Western philosophies, stories about Caterpillar and Braun, and commentary on how companies can tap the markets of emerging countries and how they can move from a national to a global presence.

Articles

The Nuances of Designing for Global Markets
Thomas Walton

Design Differentiation for Global Companies: Value Exporters and Value Collector 
Clive Grinyer

Braun Design: Dream Real Products, Make Real Products
Ralf Beuker and Peter Schneider

The Cat Rental Store: Leveraging the Global Recognition of the Cat Brand
Bonnie Briggs and Jill Dorjath

Alchemy of Cultures: From Adaptation to Transcendence in Design and Branding
Mario Gagliardi

Designing Global Brands: Critical Lessons
Larry Roellig

Designing Automobiles for Global Value: Ten Market Trends
Tom Lockwood

Branding in the Last of the Unsaturated Markets
Sanjeev Malhotra and Seema Mangrulkar

Design Strategies for Global Products
Yang Cai

 

“Face of the Brand”: A Design Methodology with Global Potential
Dannielle Blumenthal

Managing Design for Global Value in Japan
Leimei Chiu

The Czech Design Centrum: A Tool for National Competitiveness
Zbynek Vokrouhlicky