Building blocks of the reverse innovation process

Dudaklı N., Felekoğlu B., Baykasoğlu A.

INNOVATION-THE EUROPEAN JOURNAL OF SOCIAL SCIENCE RESEARCH, cilt.35, sa.2, ss.196-223, 2022 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 35 Sayı: 2
  • Basım Tarihi: 2022
  • Doi Numarası: 10.1080/13511610.2021.1925527
  • Dergi Adı: INNOVATION-THE EUROPEAN JOURNAL OF SOCIAL SCIENCE RESEARCH
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ASSIA, International Bibliography of Social Sciences, Business Source Elite, Business Source Premier, Educational research abstracts (ERA), Geobase, Political Science Complete, Public Affairs Index, Social services abstracts, Sociological abstracts, Worldwide Political Science Abstracts
  • Sayfa Sayıları: ss.196-223
  • Anahtar Kelimeler: reverse innovation, innovation at the bottom of the pyramid, emerging markets, multiple case study, OF-THE-ART, QUALITY MANAGEMENT, FRUGAL INNOVATION, EMERGING MARKETS, PRODUCTS
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

Increasing growth rate of emerging countries and potential mass markets have shifted the attention of multinational enterprises (MNEs) to emerging markets. The specific socio-economic structure of emerging markets led MNEs to develop new strategies for innovation. This paper aims to develop a conceptual model that reveals main building blocks of the successful reverse innovation process. First, the relevant literature is reviewed and global changes, trends and recent approaches are discussed to set the theoretical background. Multiple secondary data-based case study approach is used to investigate the success/failure of reverse innovation attempts in local/global markets. A reverse innovation process model is developed that reveals the main building blocks and critical interactions of the reverse innovation process. The proposed model elucidates three components having a crucial impact on the success of reverse innovation, namely, quality of the innovation idea, cooperation between MNEs and local enterprises, and building appropriate and unique diffusion strategies.