Here is a suggestion that innovation is being approached from the wrong end. Reversing the approach, according to the authors, shows evidence of better successes.
Excerpt: Old thinking: Take existing products created for rich customers in developed markets and scale them down for emerging markets. New thinking: First develop innovative solutions that work for customers in poorer emerging markets, and then apply those innovations globally.
Listen as Vijay Govindarajan discusses how reverse innovation is transforming the way leading companies are thinking about innovation and product development.
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Read full article via Reverse Innovation: Create Far From Home, Win Everywhere – Jason Sylva – HBR Events – Harvard Business Review.
