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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
Author:Holger Ernst, Mohanbir S. Sawhney, Anna T. Dubiel
URN:urn:nbn:de:hbz:992-opus4-6572
Subtitle (English):emerging market innovation for developed markets
Series (Serial Number):WHU-Forschungspapier (124)
Publisher:WHU - Otto Beisheim School of Management
Place of publication:Vallendar
Document Type:Working Paper
Language:English
Date of Publication (online):2018/06/10
Date of first Publication:2010/12/01
Release Date:2018/06/10
Tag:Innovation; Internationalisierung; Produktentwicklung; Reverse Innovation; Schwellenländer
Emerging countries; Innovation; Internationalization; Product development; Reverse Innovation
Page Number:20
Institutes:WHU Entrepreneurship and Innovation Group / Chair of Technology and Innovation Management
Licence (German):Copyright for this publication