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Reverse innovation at speres a case study in China

journal contribution
posted on 2019-10-08, 08:50 authored by Simone CorsiSimone Corsi, Alberto Di Minin, Andrea Piccaluga
OVERVIEW: Reverse innovation is not always either foreseeable or explicitly pursued by Western companies operating in emerging economies. Sometimes, it arises from the initiative of the foreign subsidiary and results when products initially intended strictly for an emerging market threaten the primary market of the parent company. This has been the case for Speres, an Italian company that developed a product exclusively for the Chinese market that, surprisingly, was eventually more successful in Europe than in the market for which it was developed. The development of the product presented challenges and diffi culties to be dealt with at both the subsidiary and the corporate levels.

History

School

  • Business and Economics

Department

  • Business

Published in

Research Technology Management

Volume

57

Issue

4

Pages

28 - 34

Publisher

Taylor and Francis

Version

  • VoR (Version of Record)

Publisher statement

This is an article published by Taylor & Francis in Research Technology Management on 28 Dec 2015, available online: https://doi.org/10.5437/08956308X5704215

Publication date

2015-12-28

Copyright date

2014

ISSN

0895-6308

eISSN

1930-0166

Language

  • en

Depositor

Dr Simone Corsi

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