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From the Logan to the Kwid. \r\nAmbidexterity, reverse and fractal innovation, design-to-cost: recipes from Renault\'s Entry strategy

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  • Yannick LUNG
  • Bernard JULLIEN
  • Christophe MIDLER

Abstract

A detailed comparative analysis of two \"low cost\" car projects at Renault (Logan and Kwid) illustrates how the Entry strategy has fundamentally transformed the French carmaker. An increasingly explicit reverse innovation approach has emerged, along with systematic adoption of design-to-cost methods, which are at the heart of fractal innovation. The first part of the paper analyses the conditions under which this strategy has been progressively adopted and the second part explains its implementation throughout the management of these two projects.

Suggested Citation

  • Yannick LUNG & Bernard JULLIEN & Christophe MIDLER, 2016. "From the Logan to the Kwid. \r\nAmbidexterity, reverse and fractal innovation, design-to-cost: recipes from Renault\'s Entry strategy," Cahiers du GREThA (2007-2019) 2016-19, Groupe de Recherche en Economie Théorique et Appliquée (GREThA).
    • Handle: RePEc:grt:wpegrt:2016-19
    as

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    File URL: http://cahiersdugretha.u-bordeaux.fr/2016/2016-19.pdf
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    AUTOMOBILE INDUSTRY; INDIA; LOW COST; RENAULT; REVERSE INNOVATION;
    All these keywords.

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment
    • N60 - Economic History - - Manufacturing and Construction - - - General, International, or Comparative
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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