دانلود رایگان مقاله سوق دهی راه اندازی محصول نوآوری معکوس از بازار نوظهور به سمت بازار خانگی

ARTICLE

A reverse-innovated product is a new product that is originally developed for an emerging market by MNCs. The increasing number of MNCs engaging in reverse innovation and the criticality of new products to an MNC’s performance and competitive advantage make reverse innovation an important area for academic research and managerial practices. This paper integrates relevant literature and proposes a theoretical framework to understand the mechanisms by which the characteristics of a reverseinnovated product affect management’s decision to launch that product in a developed market (e.g., the MNC’s home market). By means of literature review, the paper identifies two underlying evaluation mechanisms through which the reverse-innovated product characteristics are linked to management’s reverse launch decision: the perceived degree of needed adaptation and the perceived risk of cannibalization. The authors also derive several propositions for future empirical research and discuss implications for future research.

5. Conclusions

Even though many MNCs are still expanding to emerging markets with standardized or adapted products, some MNCs are starting to develop products specifically for these markets. Once these products prove to be successful in these markets, MNC management would have to decide whether to introduce them back into its home-country market. This conceptual paper proposes two important mechanisms (i.e., the perceived degree of needed product adaptation and the perceived risk of cannibalization) through which managers make such decisions, by integrating the international business literature and the product management literature. In addition, the two firm- and marketrelated contingency factors (i.e., global orientation and competitive intensity) shed light on how firm and market characteristics may interact with the management’s evaluation of the decision criteria and impact the reverse-launch decision. This research aims to draw more research attention to the reverse-innovation phenomenon and extends the internationalization theory by suggesting that MNCs may leverage product/technology advantage developed in emerging markets by introducing reverse innovated products back to their home countries. Finally, this paper provides a conceptual foundation on which future hypothetico-deductive research can be empirically tested. Insights gained from such empirical research would greatly enhance our understanding of the reverse innovation phenomenon.