Reverse Innovation

istorically, multinationals innovated in a rich country and sold those products in a poor country. Reserve Innovation is doing exactly the opposite. It is about innovating in a poor country and selling those products in a rich country. Reverse Innovation is a Box 3 strategy.

In this presentation, VG introduces the idea of developing new business models in emerging markets first – instead of scaling down rich-world products – to unlock a world of opportunities for your business. Stemming from a pivotal article in Harvard Business Review, his reverse innovation presentation offers an important next step for companies looking to derive long-term value from emerging markets. According to VG, “Reverse innovation is a potent force that will transform the global economy over the next few decades. It will redistribute power and wealth to countries and companies who understand it and diminish those who do not.”

VG offers a glimpse at strategies from some of the world’s leading companies – from GE and Deere & Company to P&G and PepsiCo. There is no one industry that needs to reverse innovate; instead, all industries must have interest in the needs and opportunities in the developing world in order to thrive in tomorrow’s global marketplace.

HBR picked reverse innovation as one of the Great Moments in Management in the Last Century. Reverse Innovation was a NYT and WSJ Best Seller.