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Browsing by Author Washburn, Nathan

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  • Authors: Washburn, Nathan; Hunsaker, B.Tom (2011-09)

    Many companies in mature markets assume that the only reason to enter emerging markets is to pursue new customers. They haven’t yet realized the potential for innovation in developing countries _ though a few visionary multinationals are tapping that potential for much – needed ideas in products and service. General electric, with its portable ultrasound technology, and intel, with its inexpensive classmate PC, are two examples. Other companies see the potential but find it hugely difficult to develop ideas in unfamiliar settings, much less turn them into global businesses: C_Level executives may resist disruptive concepts, or their organizations may lack the processes necessary for a...