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Growing Demand for Affordable Solutions

In: Aiming Big with Small Cars

Author

Listed:
  • Rajnish Tiwari

    (Hamburg University of Technology)

  • Cornelius Herstatt

    (Hamburg University of Technology)

Abstract

The example described above, excerpted from Wall Street Journal, is a telling example of how lead market tendencies are emerging in India and are being utilized by firms, whether domestic or affiliates of MNCs. Such product innovation take place as a response to given local market conditions (limited budget, limited need for frill-features, need for robustness, and large potential demand), even as existing products from incumbent lead markets in developed economies often fail to satisfy these prerequisites. The product, once successful in the domestic Indian base, diffuses to other countries, where similar product features are also demanded.

Suggested Citation

  • Rajnish Tiwari & Cornelius Herstatt, 2014. "Growing Demand for Affordable Solutions," India Studies in Business and Economics, in: Aiming Big with Small Cars, edition 127, chapter 0, pages 61-87, Springer.
    • Handle: RePEc:spr:isbchp:978-3-319-02066-2_4
    DOI: 10.1007/978-3-319-02066-2_4
    as

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