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Global innovation strategies of German hidden champions in key emerging markets

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  • Buse, Stephan
  • Tiwari, Rajnish

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).

Suggested Citation

  • Buse, Stephan & Tiwari, Rajnish, 2014. "Global innovation strategies of German hidden champions in key emerging markets," Working Papers 85, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    • Handle: RePEc:zbw:tuhtim:85
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    References listed on IDEAS

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    1. Gerybadze, Alexander & Reger, Guido, 1999. "Globalization of R&D: recent changes in the management of innovation in transnational corporations," Research Policy, Elsevier, vol. 28(2-3), pages 251-274, March.
    2. Tiwari, Rajnish & Herstatt, Cornelius, 2013. ""Too good" to succeed? Why not just try "good enough"! Some deliberations on the prospects of frugal innovations," Working Papers 76, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    3. Stephan Buse & Rajnish Tiwari & Cornelius Herstatt, 2010. "Global Innovation: An Answer To Mitigate Barriers To Innovation In Small And Medium-Sized Enterprises?," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 7(03), pages 215-227.
    4. Hermann Simon, 2009. "Hidden Champions of the Twenty-First Century," Springer Books, Springer, number 978-0-387-98147-5, September.
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    Cited by:

    1. Schenkenhofer, Julian, 2020. "Hidden champions: A review of the literature & future research avenues," UO Working Papers 06-20, University of Augsburg, Chair of Management and Organization.
    2. Julian Schenkenhofer, 2022. "Hidden champions: a review of the literature & future research avenues," Management Review Quarterly, Springer, vol. 72(2), pages 417-482, June.
    3. Linan Lei & Xiaobo Wu, 2022. "Thinking like a specialist or a generalist? Evidence from hidden champions in China," Asian Business & Management, Palgrave Macmillan, vol. 21(1), pages 25-57, February.
    4. Rammer, Christian & Spielkamp, Alfred, 2019. "The distinct features of hidden champions in Germany: A dynamic capabilities view," ZEW Discussion Papers 19-012, ZEW - Leibniz Centre for European Economic Research.
    5. Tiwari, Rajnish & Fischer, Luise & Kalogerakis, Katharina, 2017. "Frugal innovation in Germany: A qualitative analysis of potential socio-economic impacts," Working Papers 96, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.

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    Keywords

    Global Innovation Management; Internationalization of R&D; Innovation Strategy; R&D-Strategy; Hidden Champions;
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