Ảnh hưởng của họ là phổ biến, trong cả hai giác quan tích cực và tiêu cực: họ có thể thông báo trực tiếp, ảnh hưởng, khơi dậy, gây nhầm lẫn, và tức điên lên. Chuyển đổi trên truyền hình, duyệt Internet, đi bộ xuống một đường phố, đọc một tạp chí, hoặc đi vào một cửa hàng, và chúng tôi đang phải đối mặt với một loạt các | 23. Defending tradition old and new BT telephone kiosks accommodate washing 18-foot-long saris without tangling in India and to add a soak cycle for Brazil to cater for the local belief that only pre-soaking can yield a really clean wash. In contrast Gillette has been highly successful on the basis of a belief that cultural differences have little effect on shaving. Instead of spending millions to alter its products to suit the tastes of different countries Gillette treats all marketplaces the same and tries to sell the same razor to everyone a strategy that has been widely successful. The factor of culture is obviously linked to the specific patterns of how particular products are used. General global patterns may be applicable to some products particularly the simpler functions but others may require detailed adaptation. Demand for specifically different products may even be a factor in some markets. A dilemma in designing across cultural boundaries therefore is the extent to which cultural identity is fixed or is capable of change. The problems of miscalculation can be severe as is attested by widespread reactions in the name of protecting cultural identity against the patterns of cosmopolitanism and particularly the freer flow of trade and communications characteristic of globalization. Two points are worth emphasis in this context. First there are enormous opportunities to affirm the particularities of any specific context and to design for them in ways not obvious to global organizations. In Korea refrigerators are designed to accommodate fermenting kimchee a traditional spicy pickled cabbage indispensable to Korean cuisine. In Turkey the dolmus a small minibus is used for very flexible public transportation even door-to-door. When expensive imported vehicles were found ill-suited to local needs an industry emerged that developed models suitable for local conditions to the extent of customizing a dolmus to the needs of any particular operator. Secondly while
