Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Reverse innovation at Speres
T2 - a case study in China
AU - Corsi, Simone
AU - Di Minin, Alberto
AU - Piccaluga, Andrea
PY - 2014
Y1 - 2014
N2 - 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
AB - 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
M3 - Journal article
VL - 57
SP - 28
EP - 34
JO - Research-Technology Management
JF - Research-Technology Management
SN - 0895-6308
IS - 4
ER -