A forthcoming publication on the emergence of a lead market for frugal products in India:
Aiming Big with Small Cars: Emergence of a Lead Market in India
By: Rajnish Tiwari and Cornelius Herstatt
Springer Verlag, Series: India Studies in Business and Economics
(2014, Approx. 180 p. 42 illus.)
Hardcover edition (ISBN 978-3-319-02065-5, Due: December 31, 2013)
E-book edition (to be available shortly, ISBN 978-3-319-02066-2)
About the book
- Critical analysis of today’s dominant logic and extension of lead market paradigm
- Delivers new assessment tools for identifying emerging lead markets
- Explores opportunities for frugal innovations and their constituent characteristics
- Detailed analysis of a sunrise industry in India
This book focuses on the small car segment of India’s automotive industry to explain the emergence of lead markets. The authors contend that the current understanding of lead markets does not sufficiently explain the business practices that are born out of the intensified globalization of innovation. Lead markets are considered crucial for the global diffusion of new products and this book investigates whether sustainable lead markets can also emerge in developing economies, and if so, under which conditions. The authors question the conventional wisdom and propose updates and extensions to the lead market theory to better reflect the changing ground realities on ground.
Content Level » Research
Keywords » Automotive Industry – Frugal innovations – Indian economy – Innovation systems – Lead markets