Emerging Economy – India

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.

Market Focused Innovation is Critical

Research Insight

Want to Succeed in Emerging Economies? Market-Focused Innovation is Critical

Gerard Athaide, ’95 Ph.D., Loyola U. Maryland

Fishbone diagram to illustrate root-cause anaysis method

Research Insight

Brand a Commodity: Adopt Disciplined Approach to Marketing Innovation

Rajendra Barwale, Chairman, Mahyco

A globe surrounded with green arrows pointing counter-clockwise and text "Reverse Innovation"

Research Insight

Reverse Innovation: Innovation Diffusion from Emerging to Developed Economies

Jagdish Sheth, Emory University

Woman in India collecting garbage including sanitary pads

Research Insight

Successfully Implementing a Sustainable Innovation: PadCare Labs

Gerard Athaide, ’95 Ph.D., Loyola U. Maryland

Doctor on the screen of smartphone and the stethoscope with flag of India

Research Insight

Want to Develop Successful Emerging Economy Innovation? Learn from GE

Anand Jaiswal, IIM Ahmedabad 

World map with some low income countries in different colors to show number of new bakery product introductions

Research Insight

Why Target Low-Income Consumers in Emerging Markets?

Sundar Bharadwaj, University of Georgia

Research Insight

Why Emerging Economies Provide the Greatest Opportunities for Innovation

Jagdish Sheth, Emory University

Illustration of a rural Indian market where a woman in a  saree buys vegetables from a seller with text Transforming Rural markets

Research Insight

Why Marketing Innovations are Crucial for Success in Emerging Economies

Jagdish Sheth, Emory University

Young woman in India washes her hair by a river and asks "What can I afford?" and dreams of using expensive shampoo when she grows up; a low cost sachet with shampoo results in a well-dressed woman is shown.

Research Insight

Want to Succeed in Bottom of the Pyramid Markets? Learn from CavinKare

Anand Jaiswal, IIM Ahmedabad 

Research Insight

Emerging Economy Innovation Research Opportunities: 2022 AMA Conference

Dr. A Jaiswal, Mr. M Makhija & Dr. J Sheth

Research Insight

To Successfully Target Customers in Emerging Economies innovate for “Acceptance”

Jagdish Sheth, Emory University

Digital Technology Initiatives

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