Chapter One
Jugaad
A Breakthrough Growth Strategy
We reached Ramakrishna Nagar, a village in the desert of Gujarat, a state in Western India, after travelling 250 miles from Ahmedabad, the state's capital. Our team—a Silicon Valley management consultant, a business school professor from the University of Cambridge, and the founder of a Minneapolis advisory boutique and media firm—had set out a few months earlier on an extensive research and travel project. Our mission: to discover new approaches to innovation in emerging markets such as India that could help Western firms take on the complexity of our tough and turbulent times.
We came to Gujarat to meet with Professor Anil Gupta at the Indian Institute of Management (IIM) in Ahmedabad.1 Professor ...
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