Résumés
Abstract
How do organizations innovate to respond to emerging market issues? Building on a multiple-case research design, we study four cases of innovation in the Indian insurance industry. In the first stage of our analysis, we identify seven innovation processes: Demystification, technologization, bundlization, indigenization, retailization, commoditization and segmentation. In the second stage, we find that these seven processes serve as generic responses to three typical issues: management of meanings and values, accessibility and affordability that firms face in emerging markets. Our findings contribute to a better understanding of innovation processes in emerging markets.
Keywords:
- Innovation,
- Services,
- Emerging Markets,
- Bottom of the Pyramid,
- Insurance,
- India
Résumé
Comment les organisations innovent-elles pour répondre aux enjeux des marchés émergents ? Sur la base d’une recherche qualitative à cas multiples, nous étudions quatre cas d’innovation dans l’industrie Indienne de l’assurance. Dans une première étape, nous identifions sept processus d’innovation : démystification, ‘technologisation’, distribution de masse, ‘commodification’, assemblage, indigénisation et segmentation. Dans une seconde étape, nous suggérons que ces sept processus d’innovation agissent comme réponses génériques à trois enjeux typiques des marchés émergents : le management du sens et des valeurs, l’accessibilité et le caractère abordable (‘abordability’) d’une offre. Nos résultats contribuent à mieux comprendre l’innovation dans les marchés émergents.
Mots-clés :
- innovation,
- services,
- marchés emergents,
- base de la pyramide,
- assurance,
- Inde
Resumen
¿Cómo innovan las empresas para responder a los problemas propios de los mercados emergentes? A partir de una investigación basada en múltiples casos, estudiamos cuatro casos de innovación en la industria de servicios en India. En la primera etapa identificamos siete procesos de innovación: desmistificación, tecnologización, combinación, inculturación, ‘retailización’, comoditización y segmentación. En la segunda etapa, encontramos que estos siete procesos sirven como respuestas genéricas a tres problemas típicos: la gestión de significados y valores, el acceso y la asequibilidad que las empresas enfrentan en mercados emergentes. Nuestros hallazgos contribuyen a una mejor comprensión de la innovación en mercados emergentes.
Palabras clave:
- Innovación,
- Servicios,
- Mercados Emergentes,
- Base de la Pirámide,
- Seguros,
- India
Parties annexes
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