August 2026
Intermediate
304 pages
6h 48m
English
Content preview from Global by Design
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11 Adapting Emerging Market Products to Wealthy Customers
As we have done many other times in this book, let’s begin by reflecting on the price-performance curve that we repeat here in figure 11-1. All new product variants that lie along the reverse innovation curve should contain the same core value. The two dots mark variants that will provide value to users in poor (lower dot, the target) and wealthy (upper dot, reverse innovation) markets, and the associated dashed lines indicate the price of each variation. The price points represented by those dashed horizontal lines are driven by the features included in each product variant. In this chapter, we provide guidance on how to identify what features must be created or modified to move ...
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