Scholarly record
THE NOVELTY OF CULTURAL-ORIENTED DESIGN: NEW OPPORTUNITIES FOR SMES IN THE EGYPTIAN FURNITURE INDUSTRY
Abstract
In the past few decades, in the furniture industry, the value of traditional culture has been underestimated in many countries under the process of western-centric modernisation. The process of the culture grounded competitive advantages of furniture& furnishing firms has not yet identified and still undeveloped theoretically and practically. Using the local identity (culture) to add an emotional and symbolic value to the furniture and creating marketing differentiation advantage is not yet fully recognised by academics and practitioners. The research is an in-depth study to discuss how this traditional cultural capital can be incorporated into modern furniture design with a view of promoting a modern lifestyle with a local identity. Also, whether the innovative cultural design with more abstract elements of traditional culture perceptions is more successful in satisfying users perceptual needs, and if their purchasing behaviour tends to be affected prominently in this way. To address these questions a qualitative research and case analysis were used for analysing successful furniture companies` value propositions which are created on emotional and symbolic cultural values and lead to differentiation advantages, Moreover, the study submitted quantitative research to verify the impact of culturally innovative design on costumers perceptions by analysing their purchase intention and attitudes towards furniture. The results showed that in a globalised economy, the cultural and creative industry is an emerging industry with creativity as its core. Currently, in Egypt, the design development of cultural creative furniture is varied, but some cultural creative products are reduced to a transfer of patterns or are limited to traditional crafts. Other examples use a design strategy to produce creative furniture that can impart cultural heritage and present culturally distinctive aesthetics that are practical in daily life, which gives their brands a differentiation competitive advantage.
Publication Impact Profile
Publication details
References17
Ministry of Planning, Monitoring and Administrative Reform Cairo, Egypt’s Vision 2030, https://sdsegypt2030.com/wp-content/uploads/2016/10/1.-Introduction.pdf
Vision of General Framework for Egypt’s Cultural Policy, November 2015, Bibliotheca Alexandria, p.13.
Andrejs Čirjevksis, Iveta Ludviga, Competitive Advantage Based on Cultural Identities of Localities in the Era of Globalisation, Uncertain Transformations – New Domestic and International Challenges Conference, Riga, November 2006, P. 88,89
Harvey Molotch, Place in Product, International Journal of Urban and Regional Research, Volume 26.4, December 2002
Rantisi, N.M.The local innovation system as a source of “variety”: Openness and adaptability in New York City’s Garment District. Regional Studies, 2002
Scott, A.J. The cultural economy of cities. London: Sage, 2000.
Bell, D., and M. Jayne. Assessing the role of design in local and regional economies. International Journal of Cultural Policy, 2003, 9: 265–284.
Kirsten Loach, Jennifer Rowley & Jillian Griffiths Cultural sustainability as a strategy for the survival of museums and libraries, International Journal of Cultural Policy, 2017, 23:2, 186-198, DOI: 10.1080/10286632.2016.1184657
Shin, M.J.; Cassidy, T.; Moore, E.M. Design reinvention for culturally influenced textile products: Focused on traditional Korean bojagi textiles. Fash. Pract. 2015.
Intan Prameswari RIHaruo Hibino, Shinichi Koyama The Role of Cultural Schema in Developing Culture- Based Product Design, Journal of the science of design, 2017 Volume 1 Issue 1 Pages 1_57-1_66
Chai, C.; Shen, D.; Bao, D.; Sun, L. Design with the Doctrine of the Mean in Confucian Philosophy. Des. J. 2018, 21, 371–393.
Zhenzhen Qin, Yao Song, and Yao Tian, The Impact of Product Design with Traditional Cultural Properties (TCPs) on Consumer Behavior Through Cultural Perceptions: Evidence from the Young Chinese Generation, Sustainability, January 2019
Chai, C.; Bao, D.; Sun, L.; Cao, Y. The relative effects of different dimensions of traditional cultural elements on customer product satisfaction. Int. J. Ind. Ergon, 2015
Roncha, A., Nordic brands towards a design-oriented concept. Brand Management, 16:1−2), 2008, pp.21−29.
Belk, R.W. Possessions and the Extended Self. J. Consum. Res. 1988, 15, 139–16
Creusen, M.E.H.; Schoormans, J.P.L. The Di_erent Roles of Product Appearance in Consumer Choice. J. Prod. Innov. Manag. 2005, 22, 63–81.
Yeon Kim, H.; Chung, J. Consumer purchase intention for organic personal care products. J. Consum. Mark. 2011, 28, 40–47.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
