My research concern is positioned in local communities, particularly in developing nations. Compared to cosmopolitan cities where there are many opportunities for organisations and individuals to gain competitive advantage, poverty-stricken local communities, with a lower quality of life, can struggle financially. There is a lack of government support and fewer opportunities provided which creates a growing problem for the people in these communities. My research aims to help them thrive in a modern world, without compromising too much of their traditional culture and without losing their authenticity.