Global innovation strategies of German hidden champions in key emerging markets

Publikationstyp
Conference Paper
Date Issued
2014
Sprache
English
Author(s)
Buse, Stephan  
Tiwari, Rajnish  orcid-logo
Institut
Technologie- und Innovationsmanagement W-7  
TORE-DOI
10.15480/882.1176
TORE-URI
http://tubdok.tub.tuhh.de/handle/11420/1178
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”).
Subjects
Mittelstand
BRIC
Indien
China
Frugale Innovationen
Hidden Champions
BRIC
India
China
frugal innovation
Lizenz
http://doku.b.tu-harburg.de/doku/lic_mit_pod.php
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