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REVERSE INNOVATION
1
Author(s):
UTKARSH MANGAL
Vol - 4, Issue- 3 ,
Page(s) : 586 - 594
(2013 )
DOI : https://doi.org/10.32804/CASIRJ
Abstract
Glocalization1 was the fancy name given to the trend where big companies initially developed products at home and then launched them globally with some customizations. This was the popular trend when other developing countries did not offer much market opportunity. Tables have turned now though – emerging economies like China and India are growing rapidly while rich nations are slowing down.
Now, lets look at the opposite of the Glocalization approach – Reverse Innovation!
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