Reverse Innovation Essay

588 Words3 Pages
Reverse innovation is a relatively new and unknown term. It involves innovation that is first introduced into the developing world before being introduced to the industrialized world. On the other hand, most companies do the opposite and remove features from their products to reduce the cost to sell in developing countries. This approach, I believe, is not nearly as successful as reverse innovation because, while expensive features are removed, the product is still only targeted at the most affluent areas of society in developing countries. Therefore, when trying to target developing countries, such as India and China, by simply adapting the product from the American mass is not practical and the product is likely to fail. As a strategy, I do believe reverse innovation is practical and can be useful in many industries. For so long, glocalization has been the main strategy of companies when it came to adapting product to emerging markets. This mainly occurred because the economies of emerging markets were fairly unstable and limited. Now that economies, such as India and China, are growing and becoming more stable, the idea of reverse innovation is more appropriate. There has been the idea that products developed for the needs of emerging markets cannot be sold in developed countries. I believe this false and products created through reverse innovation can be sold in developed countries. For example, GE developed a compact ultrasound machine for developing countries which can execute the same imaging applications that were previously required by conventional machines. This product costs far less than conventional machines and now can be brought to developed countries around the world at the same price. GE has proven reverse innovation works. As a strategy for targeting developing countries, I do believe reverse innovation is the most effective way.

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