Towards a higher socio-economic impact through shared understanding of product requirements in emerging markets: The case of the Indian healthcare innovations

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(Online-Publikation)


Details zur Publikation

Autor(en): Agarwal N, Brem A, Grottke M
Zeitschrift: Technological Forecasting and Social Change
Jahr der Veröffentlichung: 2018
Band: 135
Seitenbereich: 91-98
ISSN: 0040-1625
Sprache: Englisch


Abstract

Emerging markets are considered to have huge economic potential, both for entrepreneurs and established firms. To foster innovation in these markets, it is important that customers and companies use the same terminology, with the same understanding of key terms. But is this really the case? Based on eight product requirements, this research empirically analyzes the perception of emerging market innovation terminologies. For this, we use the case of the Indian healthcare sector. On the one hand Voice of Customer method was used to gather the product requirements from the customers. On the other hand, Analytic Hierarchy Process technique was employed to identify the preferences for both product managers and customers. Our results confirm the high level of importance of ‘affordable value innovations’ and ‘ease of use functionality’ for new products introduced in emerging markets. Interestingly, the category ‘products with low or no maintenance or consumables’ comes high on the preference map for the customers but seems to be a blind spot from the manufacturers' perspective. This result opens opportunities for entrepreneurs focusing on new customer bases in emerging markets and also for various corporate entrepreneurship activities.


FAU-Autoren / FAU-Herausgeber

Agarwal, Nivedita Dr.
Lehrstuhl für Technologiemanagement
Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement
Grottke, Michael Prof. Dr.
Fachbereich Wirtschaftswissenschaften


Zitierweisen

APA:
Agarwal, N., Brem, A., & Grottke, M. (2018). Towards a higher socio-economic impact through shared understanding of product requirements in emerging markets: The case of the Indian healthcare innovations. Technological Forecasting and Social Change, 135, 91-98. https://dx.doi.org/10.1016/j.techfore.2018.05.016

MLA:
Agarwal, Nivedita, Alexander Brem, and Michael Grottke. "Towards a higher socio-economic impact through shared understanding of product requirements in emerging markets: The case of the Indian healthcare innovations." Technological Forecasting and Social Change 135 (2018): 91-98.

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Zuletzt aktualisiert 2018-11-09 um 07:02