Reverse Innovation and the Emerging-market Growth Imperative
Ivey Business Journal
Many established global companies discount the need to innovate when competing in emerging markets. After all, innovation is expensive and risky. So, how can it make sense to spend heavily on an innovation for a market in which customers have so little money? Readers will find out just why it does make a lot of sense. The article discusses five gaps separating the needs of consumers in developed and developing countries, including performance, infrastructure, sustainability, regulatory, and preference gaps.
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