The Antecedents and Consequences of Affordable Value Innovations for Emerging Markets

• Published in: The Journal of product innovation management Vol. 32; no. 1; pp. 65 - 79
• Main Authors: Ernst, Holger, Kahle, Hanna Nari, Dubiel, Anna, Prabhu, Jaideep, Subramaniam, Mohan
• Format: Journal Article
• Language: English
• Published: Hoboken Blackwell Publishing Ltd 01.01.2015
• Subjects: Customers; Emerging markets; Impact analysis; Innovations; International comparisons; Low income groups; Markets; Organization theory; Pricing; Product innovation; Segments; Standardization; Studies

Emerging markets offer tremendous growth opportunities for firms. While established multinational firms typically focus on premium segments in emerging markets, they often fail to leverage additional growth opportunities in so‐called good enough or low‐income segments in emerging markets. Customers...