From the Logan to the Kwid. \r\nAmbidexterity, reverse and fractal innovation, design-to-cost: recipes from Renault\'s Entry strategy

Yannick Lung · Bernard Jullien · Christophe Midler

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Innovation and Socioeconomic Development Business Strategies and Innovation Product Development and Customization

Abstract

A detailed comparative analysis of two \"low cost\" car projects at Renault (Logan and Kwid) illustrates how the Entry strategy has fundamentally transformed the French carmaker. An increasingly explicit reverse innovation approach has emerged, along with systematic adoption of design-to-cost methods, which are at the heart of fractal innovation. The first part of the paper analyses the conditions under which this strategy has been progressively adopted and the second part explains its implementation throughout the management of these two projects.

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