Reverse innovation


Don Sull is professor of management practice in strategic and international management, and faculty director of executive education at London Business School. He writes an extremely interesting blog for the FT.

A recent post was on the emergence of reverse innovation, he introduces the topic with these comments:-

The model of emerging market innovation that most people have in mind is a multinational corporation pioneers a novel product or service in their sophisticated home market, drops some features and cuts the price, and then exports the stripped-down innovation into emerging markets.

Increasingly, however, innovation flows the other way. Companies develop a product that appeals to emerging market consumers who combine discerning tastes with low disposable income, then managers quickly recognize that these products would appeal to some segments within mature markets as well

A very interesting article. What originally sparked my interest was the fact that one of the executives Prof Sull discussed the issue with was the CEO of Nestlé, a major player in the world wide dairy industry.

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