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 |
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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 |