High-tech, German companies are facing a curious problem: their products are reportedly “too good” for the expanding global markets
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A new paper by Rajnish Tiwari and Cornelius Herstatt with the title >> “Too good” to succeed? Why not just try “good enough”! Some deliberations on the prospects of frugal innovations << (Working Paper No. 76, TIM/TUHH)
Abstract
High-tech, German companies are facing a curious problem: their products are reportedly “too good” for the expanding global markets. So in a way they get “penalised” for offering a superlative quality. At a second glance, though, this doesn’t seem surprising. For, succeeding in the emerging markets like India or China often requires developing market-specific products and services that enable an attractive value proposition without taking recourse to (excessive) over-engineering. Furthermore, the innovations should be able to cope with, and successfully circumvent, the given infrastructural restrictions ever so present in the rural and semi-urban areas in such economies.