Developing Disruptive Products for Emerging Economies: Lessons from Asian Cases: Four Asian Firms Show How Disruptive Innovations Tailored for Emerging Markets Can Drive Global Success

摘要: The rapid economic development of China, India, and other Asian countries, coupled with the fact that majority their populations cannot afford foreign products designed for developed world, has made these emerging nations fertile ground developing testing disruptive innovations--affordable, "good-enough" meet consumers' basic needs at a relatively low cost (Christensen 1997). potential mass markets in this so-called "bottom pyramid (BOP)" (Prahalad 2004) have caught attention companies from around including both local players multinational like General Electric Philips. Developing such offers tremendous opportunity to establish strong foothold contexts (Hart Christensen 2002). possibilities reverse innovation--creating are initially targeted but can be taken global over time, reversing usual progress innovation markets--are also attracting corporations (Immelt, Govindarajan, Trimble 2009). challenges faced by firms adapting approach been well documented Clayton (1997). Multinational countries face additional entering because experience home generally not prepared them aggressive price/performance ratios required contexts. Further, might sensitive some demands resource constraints However, seeking implement look inspiration direction successfully marketed economies then those same market, selling low-end, good-enough niche nations. Given region's well-developed RD one is India. Although attracted growth potential, typical consumers bottom which offer solution, purchasing power, small living spaces, water power shortages, increasing fuel costs. four we highlight created opportunities addressing constraints, creating innovations accessible bottom-of-the-pyramid consumers. These examples demonstrate how profit being alert cues consumer needs, transforming into products. Markets Disruptive Innovations It widely accepted emphasizes creation sound strategy reach resource-constrained typically result may seem inferior compared established technologies, they wide range features, or smaller less expensive materials. characterized as cost, size, simplicity use, make attractive lower-end market market. …