Purpose: we offer a first conceptualization of sustainable reverse innovation by discussing the contribution of innovation from the Global South towards sustainable development. In so doing, we aim at recognizing an active role played by developing countries in creating viable and innovative solutions that can contribute to the achievement of sustainable development for all.

Design/methodology/approach: we present five innovation vignettes and discuss them through an antecedents-enablers-consequences scheme for exploring the concept of sustainable reverse innovation. While discussing the model components, we develop propositions to drive future research directions.

Findings: we contribute to both development studies and innovation studies by recognizing and highlighting the role played by businesses in addressing global challenges through sustainable innovation sourced from or inspired by developing countries.  

Originality: this is the first study that offers a conceptualization of sustainable reverse innovation that goes beyond the low-cost and frugality connotation that has characterized the debate surrounding innovation from emerging economies.