Heineken Reverse Innovation: Innovating for and from emerging markets. Revealing market opportunities in developed countries

Heineken Reverse Innovation: Innovating for and from emerging markets. Revealing market opportunities in developed countries

Torres, M.

Calabretta, G. (mentor)
Roscam Abbing, E. (mentor)

Industrial Design Engineering

Product Innovation Management

Strategic Product Design

2013-08-30

Nowadays, innovation is embedded in an ever-changing scenario which requires companies to constantly reshape their upcoming strategic decisions. Reverse Innovation is a clear reflection of that transition landscape where significant differences in the level of development of countries influences how to innovate. To HEINEKEN, this new approach presents a double challenge: to reaffirm the course of innovation as an driver for sustainable growth, and to leverage the international reach of the company to maximize the innovation potential of its subsidiaries. The main objective of this project is to address Reverse Innovation from an integrated overview, including a reverse innovation case study, the role of front end innovations in emerging markets, and ultimately, the development of a framework which can be used by HEINEKEN in future initiatives. To this end, the Nigerian market (and subsidiary) was selected by HEINEKEN as a host for this project.

reverse innovation
developing countries

http://resolver.tudelft.nl/uuid:0d4dc316-deae-4b39-a67b-7fc260c4881d

Campus only

Student theses

master thesis

(c) 2013 Torres, M.