Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/102300 
Year of Publication: 
2014
Series/Report no.: 
Working Paper No. 85
Publisher: 
Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management (TIM), Hamburg
Abstract: 
Aim of this study is to analyse product-related innovation strategies of German Hidden Champions (globally leading, mid-sized companies) in the BRIC countries, especially in the fast growing and still unsaturated markets of China and India. With the help of an empirical survey we discover that the BRIC markets are perceived to be of high and growing strategic importance. An overwhelming majority of the surveyed firms market their global, adapted, or exclusively developed products in those countries. The survey reveals that companies very often target high-end, premium segments with global products developed at the headquarters. With such a strong focus on affluent customers Hidden Champions run the risk of ignoring very large customers groups that seek affordable excellence in products (frugal innovation).
Subjects: 
Global Innovation Management
Internationalization of R&D
Innovation Strategy
R&D-Strategy
Hidden Champions
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.