More great experts and litrature recomendations from the SKOLKOVO business school library managers! This week let us introduce you #3 from Thinkers 50 ranking - V. J. Govindarajan, an expert in international business, strategy and innovation, and his book!
“If a business can be destroyed, then it eventually will be destroyed. It is only a matter of
whether you do it to yourself or a rival does it to you.”
“Strategy used to be about protecting existing competitive advantage, but not any more. Today
it is about finding the next advantage.”
Reverse innovation: create far from home, win everywhere
Vijay and Chris Trimble
Harvard Business School Press, 2012
256 pages
ISBN: 9781422157640
Instead of developing products in rich countries and then trying to export them
worldwide, maybe with scaled down features, reverse innovation is about products first
adopted in the developing world. Surprisingly often these innovations defy gravity and
flow uphill. Reverse innovation combines a global strategy with an intense focus on
local needs and preferences. This book shows how, counter intuitively, there are many
circumstances when business models and products developed in emerging markets can
provide new opportunities in rich economies also. Three key points for multinationals:
- to capture growth in emerging markets it is necessary to innovate, not just
export
- leverage opportunities to export innovation from emerging markets to other
similar economies and eventually to the mainstream
- keep watch on the emerging giants, the rapidly growing native companies