ChotuKool - Indian Godrej is creating a disruptive innovation - a low-cost refrigerator for the BOP market

Svend Hollensen; Anthony  Raman

ChotuKool - Indian Godrej is creating a disruptive innovation - a low-cost refrigerator for the BOP market

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Abstrakt

A disruptive innovation is a technology whose performance does not currently meet the requirements of the developed market. However, it does meet the requirements of a lower-end market, with customers that have lover performance requirements and are more sensitive to price. Indian Godrej followed these principles and developed a "simple" refrigerator, which is especially targeted for the Bottom-of Pyramid (BOP) market

Originalsprog	Engelsk
Tidsskrift	Marketing Canada - Journal of the Canadian Institute of Marketing
Vol/bind	8
Udgave nummer	4
Sider (fra-til)	12-13
Antal sider	2
Status	Udgivet - 2012

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Citationsformater

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abstract = "A disruptive innovation is a technology whose performance does not currently meet the requirements of the developed market. However, it does meet the requirements of a lower-end market, with customers that have lover performance requirements and are more sensitive to price. Indian Godrej followed these principles and developed a {"}simple{"} refrigerator, which is especially targeted for the Bottom-of Pyramid (BOP) market ",

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AU - Hollensen, Svend

AU - Raman, Anthony

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N2 - A disruptive innovation is a technology whose performance does not currently meet the requirements of the developed market. However, it does meet the requirements of a lower-end market, with customers that have lover performance requirements and are more sensitive to price. Indian Godrej followed these principles and developed a "simple" refrigerator, which is especially targeted for the Bottom-of Pyramid (BOP) market

AB - A disruptive innovation is a technology whose performance does not currently meet the requirements of the developed market. However, it does meet the requirements of a lower-end market, with customers that have lover performance requirements and are more sensitive to price. Indian Godrej followed these principles and developed a "simple" refrigerator, which is especially targeted for the Bottom-of Pyramid (BOP) market

KW - Disruptive Innovation

KW - BOP markets

KW - Marketing

KW - Global Marketing

KW - International Marketing

M3 - Journal article

VL - 8

SP - 12

EP - 13

JO - Marketing Canada - Journal of the Canadian Institute of Marketing

JF - Marketing Canada - Journal of the Canadian Institute of Marketing

SN - 0852-8144

IS - 4

ER -