Reverse Innovation

Reverse innovation occurs when products or solutions are developed first for emerging markets with specific needs and lower costs, then adapted for developed markets. Unlike traditional innovation, which flows from rich to poorer countries, reverse innovation moves in the opposite direction. Companies create affordable, practical innovations tailored to challenges in developing regions, and later introduce these innovations to wealthier markets where they often improve affordability and accessibility. This approach leverages insights from lower-resource environments to drive global growth, innovation, and value creation across different markets.