Author(s): Govindarajan, Vijay; Trimble, Chris

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This executive summary provides an overview of Professors Vijay Govindarjan and Chris Trimble's Reverse Innovation concept, created with our partner, IEDP, who produce Ideas for Leaders.

Emerging markets are usually coveted for the potential customers they represent — perhaps hundreds of millions of new consumers who are looking (or will be looking in the near future) for products to buy. Most companies, however, develop products for developed markets first and then adapt them to the emerging markets. This executive brief will outline the reasons why reverse innovaiton is so compelling and an underlying tenet of growth in emerging countries. Fill out the form for access to the full executive summary.

Ideas for Leaders: Reverse Innovation

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