In "Crossing Cultures" (pdf), a new article published in IDSA Innovation Journal, Kevin McCullagh sets out the challenges in designing for global markets:
"Few design managers can avoid the headache of an international diversity of tastes. Since the 1980s, brand owners have dreamt of the economies of scale that global products promise, but managers on the frontline know that the reality of designing products for world markets is much more complex and ambiguous. The rogues' gallery of product faux pas that made disastrous translations to local culture is testament to the number of bear traps out there."
After speaking about many cultural differences, McCullagh acknowledges that "the most powerful products transcend national boundaries and touch our common humanity."
McCullagh recently also wrote the much discussed "Riding the Flux" article on Core77.
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