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Innovation Processes in Emerging Markets : Empirical Evidence from the Indian Insurance Industry
in Management International, 18 (1)
ISSN : 0025-181XVoir la revue «Management International»
Autres numéros de la revue «Management International»
How do organizations innovate to respond to emerging market issues? Building on a multiple-case research design, we study four cases of innovation in the Indian insuranceindustry. In the first stage of our analysis, we identify seven innovation processes: Demystification, technologization, bundlization, indigenization, retailization, commoditization and segmentation. In the second stage, we find that these seven processes serve as generic responses to three typical issues: management of
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meanings and values, accessibility and affordability that firms face in emerging markets. Our findings contribute to a better understanding of innovation processes in emerging markets.
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