The hidden treasure at the bottom of the pyramid: A review about reverse innovation

Öz

Multinational companies have disregarded poor nations believing some misassumptions. They couln’t disengage the idea that poor countries were not attractive as required. The successful outcomes of two projects initiated by General Electric Health division in India and China took attention of Prof. Vijay Govindarajan. These cases seem to be conflicting with well known International Product Life Cycle theory even referring the reverse. This article aims to introduce the concept of reverse innovation with real cases to our students.

Anahtar Kelimeler

• Emerging Markets,Reverse innovation,Bottom of the Pyramid

Piramidin Tabanında Saklı Hazine Ters İnovasyon Hakkında Bir Tarama

Öz

Çokuluslu şirketler yıllarca fakir ülkeleri farklı hatalı varsayımlara bağlı olarak ihmal ettiler. Fakirler ülkelerin yeterince cazip olmadığı görüşünden kurtulamadılar. 2000’li yıllarda özellikle General Elektrik (GE) Sağlık bölümünün Hindistan’da ve Çin’de başlattığı projelerin çıktıları Prof. Vijay Govindarajan’ın dikkatini çekti. Bu örnekler Uluslararası Mamul Hayat Eğrisi teorisi ile çelişiyor hatta aksini işaret ediyordu. Bu makale özellikle öğrencilerin kavramla tanışmalarına yardımcı olmak için ters inovasyon kuramını literatürdeki örneklerle ele almaktadır.

Anahtar Kelimeler

• Yükselen pazarlar,Ters inovasyon,Piramidin Tabanı

Kaynakça

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