Reverse the flow of the Ganges

Abstract

The Leading Question: What Western multinational corporations (MNCs) need to know to successfully reverse their innovation flow i.e. launch new products developed in emerging markets in their domestic markets? Main Findings: - Realities in emerging markets are well suited for designing basic products that can be the starting point for product up-contenting. - Products originally developed for emerging markets can be successfully adapted for sale in developed markets – a “reverse” innovation flow gains momentum. - This strategy can both help to unlock new customer segments in wealthy markets and to compete against emerging MNCs, private labels, and generics conquering these markets bottom-up.