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

    Resumé

    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

    Fingeraftryk

    Bottom of the pyramid
    Disruptive innovation
    Costs

    Citer dette

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    ChotuKool - Indian Godrej is creating a disruptive innovation - a low-cost refrigerator for the BOP market. / Hollensen, Svend; Raman, Anthony .

    I: Marketing Canada - Journal of the Canadian Institute of Marketing , Bind 8, Nr. 4, 2012, s. 12-13.

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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    KW - Disruptive Innovation

    KW - BOP markets

    KW - Marketing

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    KW - International Marketing

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