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

Yıl 2019, , 70 - 91, 31.12.2019

Ahmet Bardakcı , Şeyda Gürkaynak Gürbüzer Bahar Akyıldız

https://doi.org/10.34232/pjess.639253

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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