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Reverse Innovation

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Submitted By anupam1987
Words 304
Pages 2
Title: Reverse innovation: A new path to sustainability By
Anupam Kumar Kayastha, PICT-STM, Pune
Innovation is a trend, a need, an advantage, and this has been the base of survival for the greatest companies of all times. Continuous innovation into business processes, products and services is what has provided the companies with competitive advantage since early period of establishment of the marketing concept. Since beginning innovation has been done in progressive direction but this article talks about the regressive direction of innovation i.e. reverse innovation. Reverse innovation is a new path that would help the companies to sustain in the changing economic scenario. Today developing market is more lucrative than the developed market and this is the reason for shift in attention of global market. This has created a need of change in approach and reverse innovation is the idea that will not only help this shift but also establish a base for a sustainable growth by getting engrossed into business model, processes and product.
Rationale: The main rationale of this research paper is to elaborate the necessity of engrossing the idea of reverse innovation into the business process. This article tends to study the past attempts of reverse innovation and comment upon how this idea would help in upcoming time of changing economic scenario.
Findings: Today sustainability is a question because of market turbulence resulting in decrease in market potential and purchasing power. This emerging concept of reverse innovation follows the idea that if you make a product for rich, poor people can’t afford it. But if you make a product for poor, everybody can afford it. Thus this idea helps companies to generate larger size of potential market, and thus keeping alive the hope of sustainability.

Keywords: Reverse innovation, developing market, economic scenario,

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