Global Vs. Local

First, we have to consider our aim, is it marketing a:

Global product on a local market?

Local product on a Global Market?


Then, what do we mean by LOCAL MARKET?

  • Clients and customers who will buy a product in the region or area in which it is produced. (Business Dictionary, n.d.)
  • For marketing purposes it is important to know who will buy the product, where they are located and how far they will travel to obtain the product.

The local market includes: customers located within the region the product or service is produced or made available (Business Dictionary, n.d.).

A global approach increases standard product development challenges, and provides some new challenges of its own (Aberdeen Group, 2005)


Global + Local = Glocal



  • attempt to find optimal and sustainable solutions to local and/or regional problems in the era globalization (Aryana & Zafarmand, 2007)
  • Chances are much more diverse than those of your grandparents. (you have traveled abroad to experience a different culture, your work colleagues come from different ethnic backgrounds.
  • Considering the environment (3R “Recycle, Reuse, Reduce”)
Figure 1: The definition of Glocal.
  • Expand into a new market.
  • Think big, act responsibly.
  • Satisfying the consumer.
  • Closer understanding.
  • Meet the wants and needs.


“Think Global, Act Local”

Because one size doesn’t fit all


Figure 2: International Packaging for Coca-Cola.
  • International companies like Sony and Coca Cola have been using the simplified notion “Think Global, Act Local”.
  • Marketing brands internationally while remaining relevant to local market.
  • Global Companies may create local brands (e.g. Coca-Cola)

Coca-Cola is a good example of an international brand based in America. While expanding they had to consider the wide range of different cultures. Therefore, changing the components and the packaging but keeping the origin identity and values (Virag, 2013).

(Consumers accept companies strategies and objectives)

“Success in the emerging markets requires adaptation to local tastes, attitudes and values.” Sylvia Smith 


Figure 3: Mc Donald’s entering India.

In 1996, a big challenge faced Mc Donald’s when they entered India, a predominantly vegetarian culture, and a restaurant that most of its menu includes meat. So they had to alter in order to fit the needs of the consumers (Virag, 2013).

Global Companies:


Figure 4: The show room for Moooi, a contemporary furniture company.
  • A contemporary furniture and lighting company co-founded a decade ago by the Dutch designer Marcel Wanders and Casper Vissers in 2001.
  • Sparkling and innovative furniture, lighting & home accessory designs.
  • The Moooi home collection has a unique style which is daring, playful and exquisite. (Moooi, n.d.).


Figure 5: Unique furniture product at MOROSO.
  • Combining craftsmanship and tailoring with industrial processing techniques to create unique products.
  • By drawing on the worlds of industrial design, contemporary art and fashion.
  • Adopting a different approach to the market (Moroso, n.d.).



Local Designers:

Ahmad Sami Angawi:

( Fresh spin on Traditional methods )

Figure 6: Personal picture for Ahmad Angawi.
  • Saudi Product Designer
  • His work focuses on capturing his understanding of Islamic culture in new products and ideas ( Blends Arabian tradition with modern international design)

Figure 7: Sketches shows Angawi’s passion (Athr, 2016)

Ink on Khadi Paper, 30 x 42.5 cm (11 3/4 x 16 11/16 in.)

Ahmad takes the thinking and merges that with his Hijazi heritage to produce some new exciting designs with their own connection to nature and his surrounding.

Figure 8: Angawi performing in the creativity forum (King Abdulaziz Centre for World Culture, 2013)

Famous Products: chandelier that is made out of “Sheesha” pipes, along with his collaboration with the sports company, Puma, to design a sports jacket that has the touches of the traditional Saudi “Mishlah”.

Figure 9: Angawi while he designing his famous piece inspired by “Mashrabias”.

  • Moqarnas and Mangor
  • He implements a truly complete design process: from observation to analysis to execution.

Figure 10: White Ink on Tempered Glass (Ahmad Angawi, 2016: online)

Wood base (5 Panels), 270 x 90 cm (106 1/4 x 35 3/8 in.)

Modular Set of Tables and Stools :

Figure 11: Testing a modular set of tables and stools (Ahmad Angawi, 2011:BrownBook, issue 27)

  • Reworked the idea with Arabesque shapes and patterns.
  • All the pieces can be constructed and deconstructed according to need.


Coffee or Tea

figure 12: The “Coffee or Tea” glass.
  • Developed the “Coffee or Tea” glass:
  • A product that can  be adapted to both kinds of drink (both play a big part of the Middle East culture)
  • Inspired by the Saudi custom of serving coffee then tea to guests
  • Using old craftsmen technique à helps preserving local Arab craftsmen.
  • This product was developed with his glassblowing craft with a design process to create a bigger demand and eventual continuity.
  • His product is original, contemporary and universal.


The Glocal Chair:

Figure 13: The Glocal Chair, designed by Ahmad Angawi.

Merged two objects that are typically traditional pieces from two different cultural backgrounds (a Western Captain Wooden Chair and a Middle Eastern Ottoman) to create a Glocal Chair.

Another concept tackled with this project is stressing on the importance of taking time to sit and listen in order to have a healthy interchange.

Things like connection to nature and exploring eco-sustainable design approaches whether to give an object a reusable second life or to help reduce waste, are at the core of Ahmad’s design attitude.

Hella Jongerius:

Figure 14: a personal photo for Hella Jongerius.
  • Her design focuses on combining opposites; for example, new technology and handmade objects, and the traditional and the contemporary.
  • Her works are often highly textural; for example, paint is splashed on earthenware, ceramics are sewn onto cotton tablecloths, sinks are made of rubber.
  • Jongerius prefers working with textiles so that she can practice her creativity without making a new product from scratch.


IKEA PS Jonsberg, 2005

Figure 15: Different vases represent specific parts of the world, designed by Jonsberg.

The same archetypal forms are made in four ceramic techniques and their decorations refer to specific parts of the world, the Soviet Union, Africa, Asia and Europe.



  • IKEA’s vision is to: “Create a better everyday life for the many people”
  • Its business idea is “To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them
  • The IKEA concept is based on their market positioning statement “Your partner in better living. We do our part, you do yours. Together we save money” and focuses on a commitment to product design, consumer value and clever solutions.
  • By using inexpensive materials, customers benefit from low prices.


Doshi Levien,Nipa Doshi and Jonathan Levien:


Rug collection for Nani Marquina

Dimensions are 170×240 cm / 200×300 cm / 300×400 cm.

Joyful, irreverent and unique.

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Figure 16: The process of craft weaving the Rabari.

Rabari is hand woven and knotted, the longest process is the weaving, During the weaving process, usually two people sit on the loom together. As Rabari rugs are woven horizontally there could be three weavers working at the same time on the larger sizes.

Every color is beautiful, it depends how and where you use it. Nipa Doshi



Reference List:

  • Levien, D. (n.d.) Rug collection for Nani Marquina. Online website
  • Delgado, L.e. & Romero, R. J. (2000) Local Histories and Global Designs: An Interview with Walter Mignolo. Michigan, Wayne State University Press.
  • Smith, S. (2012) Going ‘Glocal‘: How Smart Brands Adapt To Foreign Markets. Forbes, Retrieved on: 7th,Oct,2016
  • International supply chain management (n.d.) written examination stimulus Material, Case Study-Ikea.
  • Marakech & Guelmum (2013) Influence of Global Trends on Marketing of Local Products. Morroco, Martina Olbertova Consultancy.
  • Zafarmand, S. J. & Aryana, B. (2007) Glocal Product Design: A Sustainable Solution For Global Companies In Regional And/Or Local Markets. Iran, Industrial Design Department, Fine Arts Faculty, University of Tehran, Tehran.
  • McGinnis , M. & Ostrom, E. (1992) Design Principles For Local And Global Common. Indiana, Department of Political Science Workshop in Political Theory and Policy Analysis Indiana University.


Figures List:

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