Launching reverse-innovated product from emerging markets to MNC’s home market: A theoretical framework for MNC’s decisions

详细信息    查看全文

• 作者：Fengxia Zhu^aAuthor Vitae ; Shaoming Zou^b ; ^c ; ^{zou@missouri.edu}Author Vitae ; Hui Xu^c ; ^{susan_xhui@126.com}Author Vitae
• 关键词：Reverse innovation ; Global marketing ; Emerging markets ; Marketing strategy
• 刊名：International Business Review
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：26
• 期：1
• 页码：156-163
• 全文大小：505 K
• 卷排序：26

文摘

A framework is developed for linking product characteristics to a MNC’s decision to launch a reverse-innovated product to its home market. Perceived degree of needed product adaptation and perceived risk of cannibalization are the important mechanisms through which product characteristics impact MNC’s reverse launch decision. Market competitive intensity and MNC’s global orientation moderate the effects of these two mechanisms on MNC’s reverse launch decision.