Titel: Global innovation strategies of German hidden champions in key emerging markets
Sprache: Englisch
Autor/Autorin: Buse, Stephan
Tiwari, Rajnish
Schlagwörter: Mittelstand;BRIC;Indien;China;Frugale Innovationen;Hidden Champions;BRIC;India;China;frugal innovation
Erscheinungsdatum: 2014
Quellenangabe: http://www.tuhh.de/tim/downloads/arbeitspapiere/Working_Paper_85.pdf
Serie/Report Nr.: Working paper // Technologie- und Innovationsmanagement, Technische Universität Hamburg-Harburg = Arbeitspapier;85
Zusammenfassung (englisch): 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”).
URI: http://tubdok.tub.tuhh.de/handle/11420/1178
URN: urn:nbn:de:gbv:830-tubdok-12764
DOI: 10.15480/882.1176
Institut: Technologie- und Innovationsmanagement W-7
Technology and Innovation Management W-7
Dokumenttyp: InProceedings (Aufsatz / Paper einer Konferenz etc.)
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