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

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CHAPTER SIX

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Procter & Gamble, Innovating the “Un-P&G” Way

In emerging markets, unfamiliar customer needs trump leading-edge technology.

IN EMERGING MARKETS, glocalization sometimes trips over its own mistaken assumptions. One common cognitive stumble is the belief that no matter where you go, people are far more alike than different. It’s the mistake that imperiled Logitech—and Logitech is hardly alone.

In the 1980s, Procter & Gamble achieved game-changing success with a feminine-hygiene product called Always. The innovative design and performance of Always were revolutionary. Among other things, the product introduced a new material that was more ...

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