Zusammenfassung
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).
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Herstatt, C., Tiwari, R., Buse, S. (2017). Innovating for Emerging Markets? An Assessment of German Hidden Champions’ Strategies. In: Burr, W., Stephan, M. (eds) Technologie, Strategie und Organisation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-16042-5_12
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