Low-cost innovation in emerging markets

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103 Scopus citations


This paper reviews the status of low-cost innovation in emerging markets like India. Innovation in India has recently achieved worldwide attention, as its low-cost products made a worldwide success. This global recognition drives us to investigate the nature of low-cost innovation in India. We describe four types of low-cost innovation in emerging markets: namely Jugaad, frugal, value, and reverse innovation. We further explain their characteristics, similarities and differences. Lastly, we discuss the myths associated with these types of low-cost innovation.

Original languageEnglish (US)
Pages (from-to)399-411
Number of pages13
JournalJournal of Strategic Marketing
Issue number5
StatePublished - Jul 29 2015

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing


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