Print Email Facebook Twitter Heineken Reverse Innovation: Innovating for and from emerging markets. Revealing market opportunities in developed countries Title Heineken Reverse Innovation: Innovating for and from emerging markets. Revealing market opportunities in developed countries Author Torres, M. Contributor Calabretta, G. (mentor) Roscam Abbing, E. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Strategic Product Design Date 2013-08-30 Abstract Nowadays, innovation is embedded in an ever-changing scenario which requires companies to constantly reshape their upcoming strategic decisions. Reverse Innovation is a clear reflection of that transition landscape where significant differences in the level of development of countries influences how to innovate. To HEINEKEN, this new approach presents a double challenge: to reaffirm the course of innovation as an driver for sustainable growth, and to leverage the international reach of the company to maximize the innovation potential of its subsidiaries. The main objective of this project is to address Reverse Innovation from an integrated overview, including a reverse innovation case study, the role of front end innovations in emerging markets, and ultimately, the development of a framework which can be used by HEINEKEN in future initiatives. To this end, the Nigerian market (and subsidiary) was selected by HEINEKEN as a host for this project. Subject reverse innovationdeveloping countries To reference this document use: http://resolver.tudelft.nl/uuid:0d4dc316-deae-4b39-a67b-7fc260c4881d Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 Torres, M.