Innovating for Emerging Markets? An Assessment of German Hidden Champions’ Strategies

Chapter

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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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  • Cornelius Herstatt
    • 1
  • Rajnish Tiwari
    • 1
  • Stephan Buse
    • 1
  1. 1.Institut für Technologie- & Innovationsmgmt.Technische Universität HamburgHamburgDeutschland

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