CHAPTER TWO

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The Five Paths of Reverse Innovation

To set strategy, you must understand the five most common reverse innovation paths.

IN CHAPTER 1, we described countries like India and China as megamarkets with microconsumers. We warned that one person with ten dollars to spend has a vastly different set of wants and needs than ten people each with one dollar to spend. This is a good beginning, but reaping the full benefit of reverse innovation requires a much deeper understanding of the differences between rich-country and poor-country needs.

It also requires the avoidance of a natural and instinctive assumption about paths of economic development. ...

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