Reverse Innovation Strategy Guide: Create Globally, Succeed Everywhere | Business Growth & International Market Expansion" 使用场景：Perfect for entrepreneurs, business leaders, and innovators looking to expand into global markets and drive business growth through reverse innovation strategies.

This book is a rare and brilliant gem.While emerging markets have been an increasingly extolled as a potential market of future growth by both business academics and practitioner, their potential as sources of innovation has been rarely explored beyond journalistic anecdotes. In this tour de force, Vijay Govindarajan and his colleague Chris Trimble explore the fascinating and important topic of reverse innovation - "any innovation that is adopted first in the developed world."The authors argue that the first wave of globalization primarily involved the export of lightly modified versions of goods produced by multinationals to emerging markets (that might be produced at lower cost at factories in emerging markets), but increasingly multinationals are developing goods tailored specifically for the needs of emerging markets. Specifically, emerging markets are characterized by gaps in performance, infrastructure, sustainability, regulatory and preferences.In order to capitalize on these differences, multinational firms need to invest in local R&D, market intelligence and talent in order to truly compete in these markets. However, these initiatives in emerging markets have difficulty garnering support within multinationals due to perceived low return relative to managerial effort, potential cannibalization of existing premium product lines, and cross-functional capabilities required. To combat these challenges, the primary recommendation is to create a "local growth team" - a cross-functional entrepreneurial group located in the emerging market that reports directly to a senior executive to set strategy and develop products.The primary strength of this book is the rich case-studies for reverse innovation within a broad swathe of industries including healthcare (GE Healthcare), consumer goods (P&G) and agricultural equipment (John Deere). The diversity of industries clearly demonstrates that reverse innovation is not merely an artifact of any single industry's trend. The authors systematically take us through each case-study, and how the general frameworks they have developed apply, but provide enough expository detail for the astute manager to glean for his or her own situation.Given the nascent nature on reverse innovation, best strategic practices for fostering such innovation are unknown, and the book falls short in this manner. Govindarajan acknowledges this fact himself. In the Appendix A, readers can find a set of questions that should be thought of as a conversation starter as opposed to an exhaustive analysis for championing their own reverse innovation causes. I highly recommend readers, even non-academic practitioners, at least skim the research agenda outlined in Appendix B. The questions set forth will prove important for both firms and business school academics alike to explore together in order to develop a more fundamental understanding of reverse innovation.In the same vein as Thomas Friedman's The World is Flat (arguing that the emerging markets are catching up economically due to information technology `flattening' the world) and C.K. Prahalad's From the Bottom of the Pyramid (arguing that emerging markets are large, accessible markets), Vijay Govindarajan's Reverse Innovation is an immediate classic worthy of inclusion on any serious business leader's book shelf. Emerging markets are not merely markets, but also sources of innovation useful globally.