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Reverse Innovation: Create Far From Home, Win Everywhere by Indra Nooyi, Chris Trimble, Vijay Govindarajan

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APPENDIX B

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A Research Agenda

There is still a great deal to learn about reverse innovation.

Reverse innovation is a recent phenomenon about which relatively little is known.1 Therefore, we chose grounded theory building as our methodology—a qualitative, clinical, and longitudinal approach based on field studies. This was the appropriate choice because theory in this area is only just emerging; it is best advanced by uncovering new concepts rather than by testing hypotheses. Also, reverse innovation is a dynamic and complex phenomenon. It requires data spanning several years, not just a snapshot. For this reason, we drew on several methodological ...

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