Ideas from Sharmelly, Rifat

 
Hyundai's Sriperumbudur plant near Chennai (Courtesy: Hyundai Motors India)

Using Frugal Innovation to Serve Emerging Market Customers

Idea posted: November 2018
  • Innovation & Entrepreneurship

Using a case study of Hyundai in India in support, two professors show how multi-national corporations from developed countries can access a growing middle class in major emerging companies. The two key success factors: engaging in frugal innovation, based on frugal engineering, bricolage and modularity, and developing collaborative ecosystems

Idea #718
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