دانلود رایگان مقاله لاتین سوق دهی راه اندازی محصول نوآوری از سایت الزویر
عنوان فارسی مقاله:
سوق دهی راه اندازی محصولات نوآوری معکوس از بازارهای نوظهور به سمت بازار خانگی MCN: چهارچوبی نظری برای تصمیمات MCN
عنوان انگلیسی مقاله:
Launching reverse-innovated product from emerging markets to MNC’s home market: A theoretical framework for MNC’s decisions
سال انتشار : 2016
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مقدمه انگلیسی مقاله:
1. Introduction
General Electric developed an ElectroCardioGraph (ECG) machine for the Chinese market and a portable ultrasound machine for the Indian market. Both products turned out to be very successful in the host markets. Similarly, Gillette developed the Guard razor for the Indian market, which also enjoyed good performance. Later on, General Electric and Gillette introduced these products to US consumers. What prompted managers to decide to introduce products developed for emerging markets back into their home country markets? Extant literature in international marketing falls short in providing theoretical answers to the above question. The internationalization literature is informative for our understanding of why MNCs expand to countries outside of their home country. For instance, a firm’s knowledge and resources are important drivers of its international expansion (Qian & Delios, 2008; Zahra, Ireland, & Hitt, 2000). Such internationalization theory, however, is inadequate for explaining why an MNC would want to bring products developed elsewhere back to its home country. Moreover, the literature has focused on country-level or firm-level factors to explain why MNCs introduce products to foreign markets (e.g. Hutzschenreuter et al., 2010; Serra, Pointon, & Hussein, 2012). While firm-level factors may affect an MNC’s decisions to introduce products innovated for emerging markets (i.e. reverse-innovated products) back into its home market, a product-level analysis is more appropriate, as the decision has to be made for each product that is developed. To advance our understanding of international marketing, scholars have called for research to “develop new theories to explain emerging international business phenomena” (e.g., Grif- fith, Cavusgil, & Xu, 2008, p. 1230). MNCs that engage in reverse innovation could potentially develop new innovation capabilities that could be leveraged in other markets, especially in its home country. Within this context, effective evaluation of the market opportunity for a reverse-innovated product in the home country market is critical for the long-term success of the MNC as a whole (Govindarajan, Trimble, & Nooyi, 2012; Zedtwitz, Corsi, Soberg, & Frega, 2015).
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کلمات کلیدی:
"17% of Global Innovation is Coming From Emerging Markets" knowledge.ckgsb.edu.cn/2014/.../venkatesh-shankar-interview-new-lands-innovation/ Feb 11, 2014 - GE has reaped a lot of benefits of reverse innovation. ... But we already have a lot of emerging market-based multinational companies that are going ... 50% of India's population will be of 25 years and above starting in a few years. ... They initially shift the product design and sometimes manufacturing for ... [PDF]Reverse Innovation gicoaches.com/wp.../Reverse-Innovation-1422157644-AFirstFridayBookSynopsis.pdf by V Govindarajan - Cited by 69 - Related articles ... Reverse Innovation? Traditionally, large multinational companies sought most of their ... versions of global products originally developed for rich-world consumers. ... “The fundamental driver of reverse innovation is the income gap that exists between emerging markets and the developed countries. There ... Starting Points. Reverse innovation and the emerging-market growth imperative • iveybusinessjournal.com/.../reverse-innovation-and-the-emerging-market-growth-imp... Reverse innovation and the emerging-market growth imperative ... Around these technologies, Logitech had built a good, better, best product lineup. .... PepsiCo, for example, is developing new snack foods, starting with a new base ingredient. [PDF]Organising for reverse innovation in Western MNCs ... - ResearchGate https://www.researchgate.net/...reverse_innovation...MNCs...product_innovation.../Or... Dec 23, 2010 - in Western MNCs: the role of frugal product innovation capabilities', ..... 4.1.1 Emerging market activities and reverse product innovation. ACorp is a ... In case of global sales potential, a project is launched to work out the. Multinational CEOs | People: VG - Tuck School of Business www.tuck.dartmouth.edu/people/vg/reverse-innovation/.../multinational-ceos “The emerging economies are not only the growth markets of the next century, but ... “I found the book Reverse Innovation to concisely express both the challenges ... It requires us to fundamentally relook and requestion our products and strategies. .... Multinational companies need to quickly throw out the old playbook of ...
