REVERSE INNOVATION-I


Over the years the flow of innovation is assumed to be from Developed markets to developing markets. But many of the product innovation had broken that notion. For this a new term is coined as “Reverse Innovation”. It is basically a strategy or a plan to innovate a product or service for the developing economies and then selling it in developed markets. Companies like P&G and Nestle are doing it for a good span of time. The idea and the term was first discussed by Vijay Govindarajan, Professor at the Tuck School of Business.
Examples of Reverse Innovation:



S. No.
Product
Company
Target Market
Marketed in
1.
Vicks Honey Cough
P&G
Mexico
Europe and US
2.
Low-cost dried noodles
Nestle
Rural India and Pakistan
Australia and New Zealand
3.
Chotukool Refrigerator
Godrej
Rural India
Singapore and Malaysia
4.
“Swacch” – World’s cheapest water purifier
Tata
Rural India and Pakistan
US and Russia
5.
Kurkure
Pepsico
India and China
West Asia
6.
Taco Bell
KFC
India
Australia & US
7.
Low-cost Air Conditioners
LG
Middle and lower-middle classes in India
South Korea & Thailand
8.
eKOCool
Coca-Cola
Europe and Australia
9.

Minute Maid’s Pulpy


Coca-Cola
India and China
Europe and Australia
10.
Zoozoos
Vodafone
India

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