Even as white collar jobs are outsourced to Indian firms,
those of us in the developed world persist in the view that our
distinct advantage over the developing world our ability to
innovate will remain unchallenged. After all, where are the Indian
iPhones, Googles, and Viagras? But according to the latest research
by India business experts Nirmalya Kumar and Phanish Puranam, this
view is wrongheaded. In fact, though much of it is invisible to the
Western consumer, there is already a great deal of innovation in
India such as management and process innovation, and innovations in
B2B and RD, for example. Even more dramatically, Kumar and
Puranam study a new, more visible, consumer-oriented kind of
innovation emerging in India of compact, low-cost, robust, and
efficient products. New products such as Tata''s Nano, Going Green''s
G-Wiz car, and GE''s ECG machine exemplify this unique kind of
Indian innovation which is marked by robustness more insensitive
to a harsh environment, compactness miniaturization and system
integration, feature rationalization ditching the junk that
accumulates, and mega-scale production to drive down costs. This
"Nano effect" low-cost innovation that meets the needs of consumers
who are both demanding and budget-constrained will ultimately
result in consumer-branded products for the developed world.
Tracing what they see as a movement of innovation to the East, and
particularly the increasing capability of Indian companies to
innovate and develop products for global markets, Kumar and Puranam
deliver a ""wake-up"" call to companies in the developed world.
With implications for companies and policy makers in both the
developed world and India, this book offers a clear-eyed view of
the challenges and opportunities for multinationals looking for new
sources of innovation in the future.
關於作者：
Nirmalya Kumar and Phanish Puranam are professors at London
Business School and serve as co-directors of its Aditya Birla India
Centre. They have authored numerous books and articles on
marketing, innovation, strategy, and Indian business.
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