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Reverse the flow of the Ganges
- 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.
Verfasserangaben: | Holger Ernst, Mohanbir S. Sawhney, Anna T. Dubiel |
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URN: | urn:nbn:de:hbz:992-opus4-6572 |
Untertitel (Englisch): | emerging market innovation for developed markets |
Schriftenreihe (Bandnummer): | WHU-Forschungspapier (124) |
Verlag: | WHU - Otto Beisheim School of Management |
Verlagsort: | Vallendar |
Dokumentart: | Arbeitspapier |
Sprache: | Englisch |
Datum der Veröffentlichung (online): | 10.06.2018 |
Datum der Erstveröffentlichung: | 01.12.2010 |
Datum der Freischaltung: | 10.06.2018 |
Freies Schlagwort / Tag: | Innovation; Internationalisierung; Produktentwicklung; Reverse Innovation; Schwellenländer Emerging countries; Innovation; Internationalization; Product development; Reverse Innovation |
Seitenzahl: | 20 |
Institute: | WHU Entrepreneurship and Innovation Group / Chair of Technology and Innovation Management |
Lizenz (Deutsch): | Copyright for this publication |