Business innovation adviser Vijay Govindarajan tells Jo Bowman why manufacturers looking for the next big thing should approach innovation in reverse. He says the low end of the world consumer market is too often overlooked, or left with the dregs of development after all the expensive features of a product have been stripped out. But the low end of the market is a gold mine, not a ghost town, Govindarajan claims, if your vantage point is Delhi rather than Detroit.
Vijay Govindarajan is founding director of the Center for Global Leadership at the Tuck School of Business at Dartmouth College. He spent two years as GE’s first professor in residence and chief innovation consultant. Reverse Innovation was written with Chris Trimble.