When markets stagnate: finding new territory through reverse innovation

摘要

Holding dominant positions in domestic markets can no longer be taken for granted despite strong entry barriers. In the cosmetics industry, as elsewhere, so-called emerging markets now constitute a significant innovations reservoir for mature markets. Currently, both converge in highlighting the success of companies engaged in reverse innovation. However, a short-sighted view may lead Western companies/brands to a misconception of how to implement this properly and generate growth in hostile environments.