Research Handbooks in Business and Management series
Edited by John R. Bryson, Jennifer Clark and Vida Vanchan
Chapter 10: Design and manufacturing: the competitiveness of American, European and Chinese industrial design companies
Globalization, though not a new process, continues to intensify as new complex international divisions of labour emerge. The developing global economy is facilitated by place-based differences in factor inputs, including labour, energy, raw materials and skills. The varieties of capitalism literature has highlighted the variegated nature of capitalism with an emphasis on institutional differences (Hall and Soskice, 2001; Daniels et al., 2011). Localized consumer cultures, however, continue to exist, reflecting different lifestyles, traditions, histories, cultures and even climate. The continued persistence and even intensification of local consumer cultures means that companies have to be increasingly sensitive to the variegated nature of consumer cultures. The continued existence of local consumer cultures represents an opportunity for companies that are able to differentiate or segment products by core markets.
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