Global innovation strategies of German hidden champions in key emerging markets

Stephan Buse and Rajnish Tiwari

No 85, Working Papers from Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management

Abstract: Aim of this study is to analyse product-related innovation strategies of German Hidden Champions (globally leading, mid-sized companies) in the BRIC countries, especially in the fast growing and still unsaturated markets of China and India. With the help of an empirical survey we discover that the BRIC markets are perceived to be of high and growing strategic importance. An overwhelming majority of the surveyed firms market their global, adapted, or exclusively developed products in those countries. The survey reveals that companies very often target high-end, premium segments with global products developed at the headquarters. With such a strong focus on affluent customers Hidden Champions run the risk of ignoring very large customers groups that seek affordable excellence in products (frugal innovation).

Keywords: Global Innovation Management; Internationalization of R&D; Innovation Strategy; R&D-Strategy; Hidden Champions (search for similar items in EconPapers)
Date: 2014
New Economics Papers: this item is included in nep-cse, nep-ino and nep-knm
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:zbw:tuhtim:85

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