Japanese Consumer Creativity: User Innovations, Role Playing and Consumer Communities

The book explores how the process of adapting global products for local markets has become a rich source of product innovation, examining concepts such as product domestication, localisation, collaborative branding, product hybridisation, and the contrast between imagined and actual consumers.

Format: Hardback
Length: 240 pages
Publication date: 01 January 2021
Publisher: Taylor & Francis Ltd

This captivating book delves into the fascinating realm of adapting global products for local markets, a process that has witnessed an increasing involvement of consumers. It explores a diverse array of concepts, encompassing product domestication and localization, collaborative branding, product hybridization, portrayals and perceptions of beauty, and the contrasting dynamics between imagined and actual consumers. By undertaking a comprehensive examination of these topics, the book offers invaluable insights into the intricate interplay between business producers and individuals from diverse cultural backgrounds in the ever-evolving globalized and localized marketplaces.

Introduction:
The process of adapting global products for local markets has emerged as a fertile ground for product innovation. As consumers become more globalized and interconnected, they demand products that cater to their unique needs and preferences. This has led to a surge in the development of customized and localized products that resonate with local audiences.

Product Domestication and Localization:
Product domestication involves tailoring global products to suit local tastes and cultural nuances. This may involve modifying the product's design, packaging, and marketing strategies to align with local consumer preferences. Localization, on the other hand, goes beyond domestication and involves creating entirely new products that are tailored specifically for a particular market. This may involve incorporating local ingredients, traditions, or cultural references into the product.

Collaborative Branding:
Collaborative branding is a strategy that involves partnering with local brands or influencers to promote a global product. This approach helps to leverage the existing brand equity of local partners and creates a sense of authenticity and local relevance. Collaborative branding can also help to overcome cultural barriers and build stronger relationships with local consumers.

Product Hybridization:
Product hybridization involves combining elements from different global products to create new and innovative offerings. This may involve combining features from different product categories, such as technology and fashion, to create a unique product that appeals to a broader range of consumers.

Portrayals and Perceptions of Images of Beauty:
The way that beauty is portrayed and perceived in different cultures can have a significant impact on product innovation. Different cultures have different ideals of beauty, and products that align with these ideals are more likely to be successful in local markets. For example, in some cultures, natural and organic ingredients are highly valued, while in others, luxury and sophistication are prioritized.

Contrasting Imagined and Actual Consumers:
The contrast between imagined and actual consumers is a key factor in product innovation. Business producers often develop products based on their assumptions about consumer preferences and needs. However, it is important to recognize that consumers may have different experiences and expectations than what is imagined. By understanding the actual consumer, businesses can create products that are more effective and relevant to their needs.

Conclusion:
The process of adapting global products for local markets has become an essential driver of product innovation. By understanding the diverse concepts of product domestication, localization, collaborative branding, product hybridization, portrayals and perceptions of beauty, and the contrast between imagined and actual consumers, businesses can create products that are more effective, relevant, and appealing to local audiences. As consumers continue to demand more personalized and culturally-sensitive products, the importance of this process will only continue to grow.

Dimension: 234 x 156 (mm)
ISBN-13: 9780415814713