Giannetti, V orcid.org/0000-0001-5703-789X and Rubera, G (2020) Innovation for and from emerging countries: a closer look at the antecedents of trickle-down and reverse innovation. Journal of the Academy of Marketing Science, 48 (5). pp. 987-1008. ISSN 0092-0703
Abstract
International new product launch speed is a crucial goal for firms, as it has major implications for their performance. The authors examine whether and how (1) the price and number of attributes of a new product, (2) the number of developed (emerging) countries in which it has been launched, and (3) the nature of the firm that originally launched it (i.e., multinational versus not) affect the new product’s speed of launch from developed countries to emerging ones (i.e., trickle-down) or vice versa (i.e., reverse innovation). In order to test the hypotheses, the authors use data on new product launches in the global packaged food industry in 2001–2014. The results indicate that a lower price accelerates trickle-down, while a higher price and more attributes accelerate reverse innovation. Further, having been launched in more countries and having been launched by a multinational firm both accelerate trickle-down and reverse innovation.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © The Author(s) 2019. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. |
Keywords: | Emerging countries; Trickle-down; Reverse innovation; Marketing mix; International new product launches |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 31 May 2019 15:06 |
Last Modified: | 02 Oct 2020 12:39 |
Status: | Published |
Publisher: | Springer |
Identification Number: | 10.1007/s11747-019-00669-3 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:146782 |
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