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Product Innovation Strategies on Emerging Markets: Bringing Theory and Practice Together


  • POPESCU Alina Irina


Emerging economies present the largest growth in the world, and thus tremendous growth opportunities. Developing products for emerging markets proves to be a difficult task requiring a fundamental shift in thinking, and the present paper aims at investigating the product innovation strategies available on emerging markets, theoretically and practically through examples and a case-study of the Romanian tablet market. At the beginning, the theoretical framework is described through the most relevant contributions to the field of product innovation. Some conceptual clarifications are provided, in the context of a widespread usage of terms in various fields of science. The second part of the paper attempts to define the ‘emerging markets’ and to find distinctive their characteristics, attempt hampered by their great diversity and complexity. The third part provides empirical support for the product innovation strategies used by local tablet producers in Romania. Findings show local tablet producers used the frugal innovation strategy in the first years of operations. Afterwards, the increasingly competitive market and the gradual sophistication of consumers made a shift in strategy, to new product development and innovation strategy, in the context of keeping the low-cost positioning of the locally produced tablets.

Suggested Citation

  • POPESCU Alina Irina, 2013. "Product Innovation Strategies on Emerging Markets: Bringing Theory and Practice Together," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.
  • Handle: RePEc:jis:ejistu:y:2013:i:02:id:373

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    References listed on IDEAS

    1. Mathews, John A. & Cho, Dong-Sung, 1999. "Combinative capabilities and organizational learning in latecomer firms: the case of the Korean semiconductor industry," Journal of World Business, Elsevier, vol. 34(2), pages 139-156, July.
    2. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
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    Cited by:

    1. repec:bla:tvecsg:v:108:y:2017:i:1:p:52-75 is not listed on IDEAS
    2. Ron Boschma & Simona Iammarino & Raffaele Paci & Jordy Suriñach & Corinne Autant-Bernard & Sylvie Chalaye & Elisa Gagliardini & Stefano Usai, 2017. "European Knowledge Neighbourhood: Knowledge Production in EU Neighbouring Countries and Intensity of the Relationship with EU Countries," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 108(1), pages 52-75, February.

    More about this item


    product innovation; new product development (NPD); frugal innovation; product innovation strategy; emerging market; Romania;

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management


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