quarta-feira, 9 de fevereiro de 2011

Isomorphisms I #in

My last post Androids, iPhones and akins - A new walled garden? V #in, showed me that is time to post something that is in my mind in the last 3-4 months. This is isomorphism. "Isomorphism is constraining process that forces one unit in a population to resemble other units that face the same set of environmental conditions. At the population level [... be] modified in the direction of increasing compatibility with environmental characteristics" (DiMaggio & Powell, 1983, p.149), because "[o]rganizations compete not just for resources and customers, but for political power and institutional legitimacy" (DiMaggio & Powell, 1983, p.150). It means that the organizations, in time of uncertainties, looks for 'recipes' to compete.

It can be seem in the car industry, as example. Let's see:
For me, what is nice in those views is the strategy as follower for some design trend, and also the polarization categories; "popular" against "non-popular". Two examples are Asiatic brands, one American and 3 are European. In the design arena, the entry level cost has minimum or no effect. The Asiatic low cost shall play in victim position, as well as predator. The European and American Brands too. What is this? An evidence of isomorphic rule across 6 different car brands. Why? Some people does not want a car that can be confused as popular. Some people does not want to pay a golden price, if there is generic alternative. From the popular side, some people can afford the new design.So, they buy in.

2 comentários:

  1. Não te parece que tem também a ver com a ascenção da classe C? Que quer ter o que a classe A tem mesmo que seja uma versão mais barata? Quem tem pouco dinheiro não quer coisa mais feia. Quer coisas lindas também...

  2. Claro que tem, e o que me chama atenção é a estratégia por trás do design. A competição não é meramente uma questão de custo, ou baixo custo.

    No design orientais, europeus e americanos se equilibram.