Reverse innovation, emerging markets, an
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Vijay Govindarajan; Ravi Ramamurti
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Article
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2011
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Wiley (John Wiley & Sons)
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English
β 239 KB
## Abstract βReverse innovationβ refers to the case where an innovation is adopted first in poor (emerging) economies before βtrickling upβ to rich countries. Although examples of reverse innovation are still rare, it raises interesting theoretical questions, such as what kinds of innovation emergi