CULTURAL ”VALUE CREATION” IN THE DESIGN OF CELLULAR PHONES
Paper in proceedings, 2011

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.

CULTURE

CELLULAR PHONE

VALUE CREATION

INNOVATION

Author

Andre Liem

Norwegian University of Science and Technology (NTNU)

Proceedings of the International Conference on Engineering Design, ICED

22204334 (ISSN) 22204342 (eISSN)

Vol. Vol. 7: Human Behaviour in Design 254-264

18th International Conference on Engineering Design (ICED 11)
Copenhagen, Denmark,

Subject Categories

Production Engineering, Human Work Science and Ergonomics

Other Engineering and Technologies not elsewhere specified

Business Administration

More information

Created

10/1/2019