The XXV ISPIM Conference – Innovation for Sustainable Economy
Verlag/Körperschaft:
Hamburg University of Technology
Erscheinungsjahr:
2014
Medientyp:
Text
Schlagworte:
Mittelstand
BRIC
Indien
China
Frugale Innovationen
Hidden Champions
BRIC
India
China
frugal innovation
330
Beschreibung:
Aim of this study is to analyse product-related innovation strategies of German Hidden Champions (globally leading, mid-sized companies) in the BRIC countries, especially in the fast growing and still unsaturated markets of China and India. With the help of an empirical survey we discover that the BRIC markets are perceived to be of high and growing strategic importance. An overwhelming majority of the surveyed firms market their global, adapted, or exclusively developed products in those countries. The survey reveals that companies very often target high-end, premium segments with global products developed at the headquarters. With such a strong focus on affluent customers Hidden Champions run the risk of ignoring very large customers groups that seek affordable excellence in products (“frugal innovation”).
