Country specific customisation of smart phones for emerging markets: insights from case studies in Iran and Turkey
by Bijan Aryana; Casper Boks
International Journal of Logistics Economics and Globalisation (IJLEG), Vol. 4, No. 3, 2012

Abstract: Customisation can be placed in different phases of a product lifecycle and even during the use of a product. Effects of cultural differences and country specific characteristics on use of products and consequently country specific customisation are interesting from different perspectives such as business advantage and usability. In this study, we did two case studies on first time users of smart phones in emerging markets of Iran and Turkey. We found out that there are some country specific needs and usability problems which may need country specific customisation. Fortunately, customisation of smart phones after the standard production in regional markets is feasible because of the flexibility of standard software applications which can be installed on smart phones. In addition, existing marketing infrastructures can be used for user research activities which are aimed for customisation. Innovative users also can participate in design for customisation.

Online publication date: Mon, 11-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Logistics Economics and Globalisation (IJLEG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email