Emerging markets: Innovation out of necessity

Emerging markets are adapting Western brands and ideas and exporting the results back to the developed world through ‘trickle-up innovation’.

Emerging markets: Innovation out of necessity

Veronica Paz Soldan, Julian Smith and Atika Malik JWT Mexico and JWT India

Emerging markets are adapting Western brands and ideas and exporting the results back to the recession-hit developed world through 'trickle-up...

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