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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.

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Metadaten
Verfasserangaben:Holger Ernst, Mohanbir S. Sawhney, Anna T. Dubiel
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