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Cultural "value creation" in the design of cellular phones

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNConference contribution/Paperpeer-review

Published
Publication date2011
Host publicationProceedings of the 18th International Conference on Engineering Design (ICED 11): Impacting Society through Engineering Design, VOL 7: Human Behaviour in Design
EditorsSJ Culley, BJ Hicks, TC McAloone, TJ Howard, P BadkeSchaub
Place of PublicationGlasgow
PublisherDesign Society
Pages254-264
Number of pages11
ISBN (print)9781904670278
<mark>Original language</mark>English
Event18th International Conference on Engineering Design (ICED) - Copenhagen, Denmark
Duration: 15/08/201118/08/2011

Conference

Conference18th International Conference on Engineering Design (ICED)
Country/TerritoryDenmark
Period15/08/1118/08/11

Publication series

NameInternational Conference on Engineering Design
PublisherDESIGN SOC
Volume7
ISSN (Print)2220-4334

Conference

Conference18th International Conference on Engineering Design (ICED)
Country/TerritoryDenmark
Period15/08/1118/08/11

Abstract

The extension of Cagan and Vogel's "Value Creation Model" with culture as an additional component may enhance the search for superior value and competitive advantage. However, to manage different judgments and positioning of different evaluators, contextual research on users is needed in order to find more valid classifications. It is important to understand how users consider each of these dimensions when they want to define an identity for a product.

As a case, cellular phones were used for discussing cultural factors as well as relationships among values, lifestyles and consumer behaviour. With respect to individual features and components, no specific design recommendation can be made at this point of time. Attribute based methods were not enough for understanding users' real behaviour and tendencies towards a product. A product is more than just a combination of its components or attributes. However, a more elaborate mapping of hardware and software components onto Hofstede's cultural dimensions can lead to interesting findings based on the identification of cultural specific components, especially when comparing between Asian and Western likings and requirements.