2017 | OriginalPaper | Buchkapitel
Innovating for Emerging Markets? An Assessment of German Hidden Champions’ Strategies
verfasst von : Prof. Dr. oec. publ. Cornelius Herstatt, Dr. Rajnish Tiwari, Dr. Stephan Buse
Erschienen in: Technologie, Strategie und Organisation
Verlag: Springer Fachmedien Wiesbaden
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The quote above, taken from a paper co-authored by Alexander Gerybadze, highlights a difficult dilemma for western firms. For, growing strategic importance of emerging markets requires western multinational companies (MNCs) to reassess their product-portfolio strategy as well as the innovation strategy. Increasing purchasing power is creating demand for “sophisticated” solutions that simultaneously cater to specific local tastes and needs (Contractor, 2013).