Will frugal innovation challenge the west?

Melanie Howard

It seems inevitable that the developed world's innovation record and thus its ability to stay ahead would be challenged.

Will frugal innovation challenge the west

Melanie Howard Future Foundation

Scaled-down products for poorer consumers in BRIC countries could pose a threat to developed markets, says Melanie Howard

WITH HINDSIGHTit seems inevitable that the developed world's innovation record and thus its ability to stay ahead would be challenged. But to date, it hasn't been the most obvious consequence of rising economic power in the BRIC countries. The model followed by most multinationals has largely been one of nurturing and satisfying a growing desire for Western brands and goods, fuelled by newly empowered consumers’ discovery of the exciting...

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