Reverse innovation: a global growth strategy that could pre‐empt disruption at home
Reverse innovation: a global growth strategy that could pre‐empt disruption at home
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逆向创新：可以预防国内颠覆的全球增长战略
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
C. Trimble
中科院分区：
文献类型：
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作者：
V. Govindarajan;C. Trimble
作者是全球创新领域的主要权威，他们警告说，瞄准新兴市场以帮助推动增长的西方公司可能会发现，传统的全球本地化战略将被证明是不够的。另一种选择是他们的反向创新的新概念，本文旨在introduce.Design/methodology/approach -一个例子是便携式超声机最初开发的通用电气公司在21世纪初，以满足中国市场的特殊需求。技术进步已经帮助推动了全球通用电气公司的2.5亿美元的商业机会的增长，通过在美国和其他发达经济体发现许多新的应用程序。结果-从历史上看，跨国公司在富裕国家创新，并在贫穷国家销售他们的产品。实际意义-反向创新还突出了源自发展中国家的极低价格点创新产生新的市场需求的潜力.
Purpose – The authors, leading authorities on global innovation, warn that Western companies targeting emerging markets to help drive growth will likely find that the traditional strategy of global localization will prove inadequate. An alternative is their new concept of reverse innovation which this paper aims to introduce.Design/methodology/approach – One example is the portable ultrasound machine developed originally by GE in the early 2000s to meet the particular needs of the Chinese market. Technology advances have since helped propel the growth of a $250 million business opportunity for GE globally, through finding many new applications in the USA and other advanced economies.Findings – Historically, multinationals innovated in rich countries and sold their products in poor countries. Reverse innovation is doing the opposite.Practical implications – Reverse innovation also highlights the potential for very low price‐point innovations originating in the developing world to generate new market demand...