TY - JOUR
T1 - Low-cost innovation in emerging markets
AU - Agnihotri, Arpita
N1 - Publisher Copyright:
© 2014 Taylor & Francis.
PY - 2015/7/29
Y1 - 2015/7/29
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84943448907&partnerID=8YFLogxK
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U2 - 10.1080/0965254X.2014.970215
DO - 10.1080/0965254X.2014.970215
M3 - Article
AN - SCOPUS:84943448907
SN - 0965-254X
VL - 23
SP - 399
EP - 411
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 5
ER -