CREATING GLOBAL COMPETITIVE ADVANTAGE THROUGH LOCAL DESIGN

In the so-called developing countries, the idea of free market and integration of national economy with the global economy is often promoted as a source of modernity, prosperity, and increased well-being. After lowering their protectionist barriers, these countries have often found themselves in a disadvantaged position. For example, the influx of global corporations has put into danger the survival of local companies. Lacking the resources to develop new technologies, and with little or no experience to work under dense competition, many local companies had no other choice but to close their doors, to sell or to become a subordinate partner of a transnational corporation. However, there are also local firms which have been successful in protecting their domestic markets against global players and even expanding abroad. This paper analyzes case studies from such Turkish companies. It focuses on (1) what key competitive assets these companies utilize, (2) what the role of design is in creating competitive advantage and innovation, and (3) how certain design skills and knowledge could be used to achieve sustainable competition at home market and expand to other markets. It identifies four domains through which design enables local firms to innovate and obtain competitive edge: (1) tapping into tradition, (2) restoring pride in cultural identity, (3) addressing unique local problems, and (4) humanizing technology.