TY - UNPD A1 - Ernst, Holger A1 - Sawhney, Mohanbir S. A1 - Dubiel, Anna T. T1 - Reverse the flow of the Ganges N2 - The Leading Question: What Western multinational corporations (MNCs) need to know to successfully reverse their innovation flow i.e. launch new products developed in emerging markets in their domestic markets? Main Findings: - Realities in emerging markets are well suited for designing basic products that can be the starting point for product up-contenting. - Products originally developed for emerging markets can be successfully adapted for sale in developed markets – a “reverse” innovation flow gains momentum. - This strategy can both help to unlock new customer segments in wealthy markets and to compete against emerging MNCs, private labels, and generics conquering these markets bottom-up. T3 - WHU-Forschungspapier - 124 KW - Innovation KW - Innovation KW - Produktentwicklung KW - Product development KW - Internationalisierung KW - Internationalization KW - Schwellenländer KW - Emerging countries KW - Reverse Innovation KW - Reverse Innovation Y1 - 2018 UR - https://opus4.kobv.de/opus4-whu/frontdoor/index/index/docId/657 UR - https://nbn-resolving.org/urn:nbn:de:hbz:992-opus4-6572 PB - WHU - Otto Beisheim School of Management CY - Vallendar ER -