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Membalikkan Inovasi: Kerangka Kerja: Shaphali - Gupta@micamail - in Suresh - Malodia@micamail - in
Membalikkan Inovasi: Kerangka Kerja: Shaphali - Gupta@micamail - in Suresh - Malodia@micamail - in
konseptual Suresh Malodia1 & Shaphali Gupta1,2 & Anand Kumar Jaiswal3
Diterima: 4 September 2018 / Diterima: 30 September 2019 # Akademi Ilmu
Pemasaran 2019
Abstract
Reverse innovation (RI) has emerged as a new growth strategy for MNCs to innovate in emerging
markets and then to further exploit the profit potential of such innovations by subsequently
introducing them not only in other similar markets but also in developed markets, thereby delivering
MNCs a sustainable growth globally. In this study, we propose an overarching conceptual framework
to describe factors that contribute to the feasibility of RIs. Using grounded theory with a
triangulation approach, we define RI as a multidimensional construct, identify the antecedents of RI,
discuss the outcomes, and propose a set of moderating variables contributing to the success of RIs.
We also present a set of research propositions with their relative effects on the relationships
proposed in the conceptual framework. Additionally, we provide future research directions and
discuss theoretical contributions along with managerial implications to realize the strategic goals of
RI.
Kata kunci Pasar negara berkembang. Strategi global. Inovasi. Membalikkan inovasi
Introduction
Multinational corporations (MNCs) are increasingly facing market stagnation, financial instability,
and recession in developed economies. At the same time, the large, growing, and untapped
customer base in emerging markets has attracted the attention of these MNCs which are seeking
sustainable growth and new market opportunities (London and Hart 2004). However, the
glocalization approach alone cannot yield the desired results. Firms are required to comprehend the
peculiar need of the given
Rajendra Srivastava dan V. Kumar menjabat sebagai Editor Tamu Edisi Khusus
2 Georgia State University, Centre for Excellence in Brand and Customer Management, J. Mack
Robinson College of Business, Atlanta, GA, USA