Diese drei Bücher habe ich in den letzten Wochen gelesen und möchte ich all jenen empfehlen, die sich mit dem indischen Markt beschäftigen. Da diese nur in Englischer Sprache veröffentlicht sind, habe ich mir erlaubt die englisch-sprachige Zusammenfassung anzuführen.
Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth, Navi Radjou, Jaideep Prabhu, Simone Ahuja: A frugal and flexible approach to innovation for the 21st century:
Innovation is a key directive at companies worldwide. But in these tough times, we can’t rely on the old formula that has sustained innovation efforts for decades–expensive R&D projects and highly-structured innovation processes. Jugaad Innovation argues the West must look to places like India, Brazil, and China for a new approach to frugal and flexible innovation. The authors show how in these emerging markets, jugaad (a Hindi word meaning an improvised solution born from ingenuity and cleverness) is leading to dramatic growth and how Western companies can adopt jugaad innovation to succeed in our hypercompetitive world.
This groundbreaking book shows leaders everywhere why the time is right for jugaad to emerge as a powerful business tool in the West–and how to bring jugaad practices to their organizations.
Making India Work, William Nanda Bissell
For a nation that has one of the highest growth rates in the world, India is plagued by poverty and corruption. Sixty years after Independence, India accounts for around 36 per cent of the world’s poor. The deepening fault lines between the haves and the have-nots have given rise to skewed development and widespread discontent.
William Nanda Bissell, managing director of the successful Fabindia chain, believes India’s poverty is a direct result of its poor management by ruling elites who have mastered the art of winning elections but have no interest in the deeper issues of governance. He argues that economic development that consumes large amounts of natural resources and generates enormous pollution is not a luxury available to countries that are beginning their development now.
Instead, he proposes a radical new paradigm for development that delinks consumption from quality of life while strengthening the natural environment in the process. The central themes of Making India Work echo the ideas and beliefs that underpin the Constitution of India; but they venture beyond the hackneyed phrases of development to focus on strategies which can, Bissell believes, end poverty in India in five years.
Reverse Innovation: Create Far From Home, Win Everywhere, Vijay Govindarajan, Chris Trimble
Reverse Innovation is the new business idea everyone is talking about. Why? Because it presents the blueprint for scaling growth in emerging markets, and importing low-cost and high impact innovations to mature ones.
Innovation is no longer the exclusive domain of the Silicon Valley elite
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. Reverse Innovation will open your eyes to the fact that the dynamics of global innovation are changing—and if you want your firm to survive, you’d better pay attention. The gap between rich nations and emerging economies is closing. No longer will innovations travel the globe in only one direction, from developed to developing nations. They will also flow in reverse. CEOs of the world’s most influential companies agree and have cited Reverse Innovation as their playbook for the next generation of global growth.
Authors Vijay Govindarajan and Chris Trimble of the Tuck School of Business at Dartmouth explain where, when, and why reverse innovation is on the rise and why the implications are so profound
. Learn how to make innovation in emerging markets happen and how such innovations can unlock even greater opportunity throughout the world. You’ll follow some of the world’s leading companies (including GE, Deere & Company, P&G, and PepsiCo) through stories that illustrate exactly what works and what doesn’t.
Abschließend möchte ich nochmals mein eigenes Buch vorstellen, in dem Sie u.a. Ideen und Konzepte wie Jugaad und Reverse Innovation finden.
Indovation: Produkte für den indischen Markt erfolgreich entwickeln und verkaufen, Wolfgang Bergthaler
In den letzten zehn Jahren ist der indische Markt für Konsum- und Industriegüter enorm gewachsen. Für europäische Unternehmen bedeutet der steigende Konsum ein enormes Absatzpotential im neuen Wachstumsmarkt. Daher genießt die indische Wirtschaft auch gerade seit dem Einsetzen der Euro-Krise wieder große Aufmerksamkeit als Investitionsstandort und Standbein für zukünftige Geschäftssicherung.
Kein globales Unternehmen kann sich leisten, Indien zu ignorieren. Ganz im Gegenteil! Für viele Firmen ist Indien bereits der Primär-Markt. RIM (Blackberry), Hyundai oder Intel launchen beispielsweise ihre Produkte zuerst in Indien, und dann erst im Westen. Diese Unternehmen beweisen mit ihrer Strategie, die Produkte zuerst in Indien einzuführen, wie wichtig ihnen der Wachstumsmarkt in Südasien ist. Wer heute auf den Weltmärkten überleben will, muss in Indien Vorreiter sein.
Indien rückt immer mehr in den Mittelpunkt der globalen Marketer. Heute kann sich kein Unternehmen mehr leisten, sich nicht mit dem indischen Markt zu beschäftigen!
Sie beschäftigen sich auch schon mit dem Wachstumsmarkt in Südasien oder sind sogar schon dort präsent? Dann begleiten Sie mich auf (m)eine Reise durch die Geheimnisse der indischen Märkte. Lernen Sie mit mir die Inder kennen, die indischen Kunden und ihre Bedürfnisse verstehen, um für dieses so einzigartige Land maßgeschneiderte Produkte und Dienstleistungen zu entwickeln und diese zu vermarkten. Diese Reise wird sich für Sie lohnen finanziell sowie persönlich. Dieses Buch stellt einen kompakten Leitfaden zur erfolgreichen Markteinführung dar, bringt Ihnen aber auch mit zahlreichen konkreten Beispielen und Erfolgsgeschichten ein lebendiges Bild des heutigen Indien.
Ein gutes Dutzend renommierte Persönlichkeiten und Indien-Experten steuerten zu diesem Buch Gastartikel zu Innovation und Marketing bei. Darunter sind Wissenschaftler, Investoren, Journalisten und Autoren, hochrangige Manager aus der Industrie, europäische Unternehmer in Indien, Unternehmensberater und Indien-Experten. Mit dem Wissen dieses Buches werden Sie Produkte und Dienstleistungen für den indischen Markt erfolgreich entwickeln und verkaufen!