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

Svend Hollensen, Anthony Raman

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer 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
    OriginalsprogEngelsk
    TidsskriftMarketing Canada - Journal of the Canadian Institute of Marketing
    Vol/bind8
    Udgave nummer4
    Sider (fra-til)12-13
    Antal sider2
    StatusUdgivet - 2012

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