Can Reverse Innovation Accelerate the Growth of Global Companies?

Ahu Tuğba Karabulut

Abstract


The purpose of this paper is to explain the importance of reverse innovation for the growth of global companies. According to literature review, reverse innovation affects the growth of global companies both in developing and developed countries. Thus, it is suggested that global companies should open R&D centers in developing countries to conduct researches to tailor new products for their needs. When these products succeed, they can offer them to other developing and developed countries to continue to grow in the long run. They can fill out market niches which represent unmet demands of price sensitive and not wealthy customers in developing countries. It can be concluded that reverse innovation can accelerate the growth of global companies.


Keywords


Reverse Innovation, Global Company, R&D

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