Cross Cultural Perspective of Product Design in Commercial Bank of Africa
Abstract
Cross cultural issues can no longer be ignored by businesses due to globalization. Commercial
Bank of Africa serves a very wide and varied range of customers with very divergent cultures.
This study focused on the extent to which Commercial Bank of Africa considers cross cultural
issues in the design of its products and the necessity of considering such factors.
In chapter one the objectives of the study were clearly defined after clearly stating the statement
of the problem and the relevant research questions. The chapter then ended with the value of the
study to research. Chapter two then went ahead to discuss the concept of culture and gave
detailed explanation of the nature and importance of culture in product design. The chapter then
probed deeper into how commercial banks and in particular CBA could use cross cultural issues
on product design. The researcher then wound up with the challenges that are faced in trying to
inculcate cross cultural issues in product design. In chapter three the researcher discussed the
methodology to be used in the study. Since only one entity CBA was to be used a case study was
the most appropriate method. An interview guide was thus designed to help in probing a selected
number of senior managers involved in product design. Chapter four then gave the details of the
findings that were generated from the interviews and in chapter five the researcher gave the
recommendations and conclusions of the study.
Generally the conclusions were to the effect that as much as CBA did not give so much
consideration to cross cultural issues, there was indeed a lot of unconscious consideration into
these factors. It was noted that the value of cross cultural issues in product design could no
longer be given a by the way thought but should be taken seriously in coming up with the banks
produ
Publisher
University Of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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