ABSTRACT
This chapter discusses the topic of reverse innovation. It looks into background information about the notion of international product management and the extension of the marketing-mix from 4Ps to 7Ps, and pays particular attention to product attributes and cues. The concept of reverse innovation captures the phenomenon that these flows are changing and moving backward, from the developing to the developed world. Reverse innovation has direct links to international product policies, such an approach obviously forces companies to equally revise their marketing strategies; for example, market selection and entry modes, targeting and positioning. The chapter explains an overview of the issues debated when it comes to reverse innovation, about diffusion patterns and globalization, key success factors and the overall impact on marketing decisions, and whether its outcomes are only favorable for firms from developed economies. It also explains attention to the degree of high-technology integrated in exported products, i.e., the ratio of high-technology exports over total manufactured exports.
