Product Development for Emerging Markets: Towards a Framework for Integrating Contextual Information Into the Design Process

Abstract

In recent years many multinational companies headed for market opportunities outside their domestic ones. The raising economic power and rapid growth have been reasons why companies put more effort in doing business in emerging markets. This poses a challenge to companies in several fields. Developing and designing products for emerging markets requires considering the characteristics of those markets. Therefore the role of information is enforced. Contextual information must be collected and design-related contextual factors integrated in the design process. Therefore developing a framework for integrating contextual information into the design process is necessary. The contribution to progress in research is based on bringing together existing theories und identifying patterns of action through case study research. In this way a guideline is offered to companies that face the challenge of designing products for emerging markets.