Abstract:

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to be reworked rather than a mere tinkering with the product or communication. Large volumes and faster growth is possible only by increasing penetration rather than trading market shares. Research needs to be sensitive to the fact that often the consumer may simply state the problem and not the solution and worse at times may even overtly reject a new concept which may succeed in reality.