Emerging economies differ from developed markets on several fundamental dimensions such as infrastructure, income distribution, and culture; therefore succeeding in such markets can be challenging. Evidence suggests that targeting these markets can be profitable; however, focusing on innovations that are appropriate for these markets is an important prerequisite for success as the “one size fits all” approach generally does not work well.
In particular, product innovations in emerging economies with an emphasis on frugal innovations have received considerable attention. There is also ample evidence that marketing innovations in areas such as branding/packaging, pricing, and distribution are critical to success. Furthermore, innovations developed in emerging economies may become an inspiration for developed markets as sustainability initiatives gain traction.
Given this context, emerging economy innovation represents one of the Center’s priorities. A particular emphasis is placed on India because of its large population, noted for its diversity, and significant GDP growth rate. Also, while it is characterized by growing consumer purchasing power, there are wide disparities in income distribution. All of these make it an ideal setting for studying emerging economy innovation.
Research Insight
Want to Succeed in Emerging Economies? Market-Focused Innovation is Critical
Gerard Athaide, ’95 Ph.D., Loyola U. Maryland
Research Insight
Why Emerging Economies Provide the Greatest Opportunities for Innovation
Jagdish Sheth, Emory University
Research Insight
Reverse Innovation: Innovation Diffusion from Emerging to Developed Economies
Jagdish Sheth, Emory University
Research Insight
Successfully Implementing a Sustainable Innovation: PadCare Labs
Gerard Athaide, ’95 Ph.D., Loyola U. Maryland
Research Insight
Why Target Low-Income Consumers in Emerging Markets?
Sundar Bharadwaj, University of Georgia
Research Insight
Want to Develop Successful Emerging Economy Innovation? Learn from GE
Anand Jaiswal, IIM Ahmedabad
Research Insight
Why Marketing Innovations are Crucial for Success in Emerging Economies
Jagdish Sheth, Emory University
Research Insight
Want to Succeed in Bottom of the Pyramid Markets? Learn from CavinKare
Anand Jaiswal, IIM Ahmedabad
Research Insight
Brand a Commodity: Adopt Disciplined Approach to Marketing Innovation
Rajendra Barwale, Chairman, Mahyco
Research Insight
To Successfully Target Customers in Emerging Economies innovate for “Acceptance”
Jagdish Sheth, Emory University
Executive Perspective
Digital Technology Initiatives in the Agricultural Sector: Status and Trends in India
Rajiv Sharma, Bayer Crop Science
Research Insight
Blinkit – Grofers’ Pivot to Quick-Commerce via ‘10-minute Delivery’
Atanu Adhikari, IIM Kozhikode