A key pressure that globalization provides for global brands is the need for the integration of local identities. In addition, there is a growing demand for taking a more holistic approach to the cultural, environmental and societal impact of how global brands drive their work. Experience design is proposed as a solution for both pressures. One of the main challenges faced by global brands is managing these relationships and using experience design to successfully deal with solving contemporary world challenges. Therefore, the aim of this PhD is to explore how brand managers and experience designers within global brand management teams work towards integrating local identities. In order to respond to this question, the researcher will work with global leaders, such as Starbucks, IKEA and more, and develop a set of tools that those teams could use to enhance their practices of addressing globalization and the creation of local identities within spaces.
|Number of pages||10|
|Journal||The Design Journal|
|Early online date||6 Jun 2019|
|Publication status||Published - 4 Jul 2019|