Reverse Innovation: Create Far from Home, Win Everywhere

摘要

The beauty of reverse innovation is in its simple definition and yet profound implications to global business and consumers. The acclaimed authors of reverse innovation define it as "any innovation that is adopted first in the developing world" (p. 4). The premise of the book lies in that western firms are focussed on creating rich world solutions and only partially customizing these for emerging market applications. Consequently they miss out on the learning and growth achievable by doing the opposite - i.e. develop for the emerging world, create new markets there, and then tap new segments in the developed world. If they don't, growth can be strangled and worse, emerging market firms as an "invasive species" may outcompete them both in emerging and even developed, mature and saturated markets.