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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.
Author: | Holger Ernst, Mohanbir S. Sawhney, Anna T. Dubiel |
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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 |