Reverse Innovation

Reverse Innovation

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Govindarajan, Vijay | Trimble, Chris Harvard Business School Publishing Corporation, 2012 Audio summary available
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The most successful companies create products that meet mass consumption through creative innovation then export them globally. It would be a big business boon if global commerce were that simple. What is highly valued in one location may be completely useless in another. In the global economy, it is not one-size-fits-all. Vijay Govindarajan and Chris Trimble present a novel concept in Harvard Business School Publishing’s Reverse Innovation, a thought-provoking, highly detailed alternative to the “glocalization” method of many global organizations, claiming “what works in the rich world” will not necessarily work in poor countries because the needs of their customers are vastly different from one geographical location to the next. The concept of reverse innovation offers a real-world approach for emerging markets by creating opportunities for market growth through local development.