roland berger 8 billion emerging markets are driving the global innovation agenda 20121109
TRANSCRIPT
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7/27/2019 Roland Berger 8 Billion Emerging Markets Are Driving the Global Innovation Agenda 20121109
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Roland BeRgeR Strategy ConSultantS
I- w r isi
Stud
global topiCS8 billion
Cm s h m mks s m m
c cms v h h w css c
csms. n m cs vs hh
f r&d s, m mk cms
vv chqs mfc w css f
f cs h c sfm mks css h w.
ivat hw the emergg markets are drvg the ga vat ageda
Ci d Idi dued teir R&D sedietwee 2007 d 2012 u t USD 200 ii
(Ci) d USD 40 ii (Idi). Tese
tw cutries w ccut r st 20%
R&D sedi.
2007 2012
x 2Cha
ida
USD 100
USD 20
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Roland BeRgeR Strategy ConSultantS
The market potential for an innovative and affordable car like the
Tata Nano is enormous in developing and emerging countries
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7/27/2019 Roland Berger 8 Billion Emerging Markets Are Driving the Global Innovation Agenda 20121109
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Study
global topiCS
8 billion
ivat hw the emergg markets aredrvg the ga vat ageda
4
6
16
34
Itrducti
Te rise eeri ret
iti us
Retii iti strteies
r eeri ret success
Ccusi
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Roland BeRgeR Strategy ConSultantS
IntRoductIon
Why emeRgIng countRy InnovatIon quIckenS competItIon
thRough R&d huBS and fRugal pRoductS
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Study
e ms s xc scs m mks.
Hh wh s, s s, x
m css, mj fsc jcs ch
s js sm f h fcs h ms ss
w sss s. b m c cms
s s hs s. a h w
sh r&d cs v v cm-
v cs css v sc.
Ch s h w's ms m m r&d h, f s
sh f r&d xs w 2007 2012
ch 14% f ww r&d s. ov h sm
, shs f v cs' r&d vsms
sfc.1
Ch i hv s cm xs f r&d svcs h eu s h w r&d cmc ss c m
r&d jcs. bw 2005 2010, h v f eu 27 ms
f Chs r&d svcs q fm eur 211 m
eur 953 m, wh ms fm i cs fm eur 507
m eur 734 m. a vs eu 27 x r&d svcs
ss s w fc f eur 659 m f i
eur 454 m f Ch.2
M m m c mfcs v cs
wh s, s c h mk f cm.
i ch f cmv ss, e mfc s
m f h h v mm c v-m xs xc c, c, hc.
Wh?
a sh wsh sw s h vc cms
m cs cm fs h
h fcs. ds ms, fmc s -
ss ms fs mfcs c
ff jsf hh cs. M mfcs hv
cm q j hs -ss fs
cs ms c csms w m.
b m mk csms c' ff hs fs.
Mfcs ms cm h v fmc
f c c fcs. Cs/v cm s mch m
m wh h csm s h fmc f
sm s f fcs. th cmv vc s v ff
m mks.
t, m e mfcs cz h s
w vc cm cs
m fs w mk cmv fm m
mks. th c f c' mch c cm cs,
c cms cs ff fmc v
css fw fcs. th ch f e cms s
hw h mfc, chc mk
xs s cs mfc
m mks. bcs f h c' sf s
sfc v c kw xc
h c r&d mfc, e cms s
"v " v cm wh c
mfcs.
th ch r&d sc wh h m c
v hs c s w cs
f cmv cs s, c f h
w- m- mk sms. ths vs c
f cs. i m ss scs, h h
w's fss w sms. F xm, s m
m v cs s s ss f mm w- mchc chs v w
mk vs. acc r b sms,
Cagr 2010-2015 f hh- chs s sc 6%.
b w- m- chs w k j v
s wh 11% 10% Cagr.
F cs ch w- m- csms
w f cs m mks. a h wcm
ss s h -q, m-fc mchs
cs c f c f w mk chs
vc cms v f wh cz ss f
hh c, m f- cs. ths "vs" "s" v shf cs w w
cmc vm.
ths c w k hw m c r&d hs
f c mfc ch cm h
Fcs 203 f w sss s css
h vc m mks. W w:
Revew the chagg ga vat evrmet ad rse f
emergg cutr vat ad R&D, tg represetatve
devepmets seected Fcus 20 cutres.
Rethk vat strateg fr emergg market success ad
detf the asc prcpes gudg fruga prduct vat.
1) b (2012) 2) es (2012) 3) pc 1 c 20 m
mks jc hv h ms cmc wh 2030: a,
Ch, Cm, e, i, is, i, iq, Ms, Mxc, n,
pks, p, rss, S a, Sh afc, th, tk V
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Roland BeRgeR Strategy ConSultantS
the RISe of emeRgIng maRketInnovatIon huBS
WheRe to fInd the InventoRS of tomoRRoW
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f1
f2
Study
g r&d s s jc s 5.2% 2012,
ch m h uSd 1.4 , sh w h 6.5%
cs 2011 f h css vm
r&d cvs.
th r&d sc s ch. em mks
vc fm c ss wk chs cm
m v hs. M m cs hv
cs r&d vsms s mv h
v s.
Ms , v h s fw s, Ch i s-
s s h sh f r&d s. bw
2007 2012, h h s fm uSd 100 200 (Ch) uSd 21 40 (i). ths w
cs w cc f ms 20% f r&d s.
Fcs 20 c vm s c m
scs c sch, r&d s w s s
h cms w. i, sm m mk cms
c cs hh cs f v
sch h vs. o s s h fv Fcs 20
cms fm Ch, i bz w k m h t
20 f Fs 2011 Ms ivv Cms. i 2010, 44 f h
1,000 s ch cms ( ms f r&d s)w hq m mks, m h
h 16 ss c fv s . Chs H K
cms s ms f hs hh ss, fw
i bz cms.
Sk , f cs, qs f s vv
fmc, sv m mks j
s h m f sk wks css. F x m-
, w 2004 2011 h briC s w
m h 7% , wh e cs sch s
gm sw s ms cs 2%. th
v f schs s, sc css as
afc/h a w, s s mv. bw 2004
2007, Chs s fm 1 2 m,
wh i S a, h m f s x
h fvf. b sh s h css m
m cs, c q ms cc s
c ss vs mv ss.
th cs c
c f c's v w hh "fm
sc" cmc vm. acc h W
ecmc Fm, Ch, S a, Ms Sh afc
q sccssf ffm h c hs f
f vss. uf, cs sch s i
is s w fms s s c
c.
Eeri rets' sres wrd
R&D udet re icresi
Sh f r&d s4 (uSd , %)
uS e Ch
J i
Sc: b 4) gss msc x r&d
f1
2007
USD 1,058 bn USD 1,403 bn
-1.8%-pt
9.5%
14.2%
+4.7%-pt
13.5%
11.2%-2.3%-pt
2.0% 2.9% +0.9%-pt
2012
34.3% 31.1%
-3.2%-pt
25.9%24.1%
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Roland BeRgeR Strategy ConSultantS
Mxc
Cm
p
Sh afc
iq
tk
i
e
n
bz
a
Sc: WeF g Cmvss k
The avaat f scetsts/egeers ad
teectua prpert prtect dffers
sgfcat amg Fcus 20 cutres
f2
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Study
i
pks
th
S a
Vm
Ch
rss
Hh fm
av f scss s
Fcs 20 cs:
n: C ss v v
WeF g Cmvss k
ic c
Fcs 20 cs:
Hh fm
lw fm
lw fm
Ms
is
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Roland BeRgeR Strategy ConSultantS
em mk r&d s cs. bw 2000
2010, m c ss e h uS
w sfc. n w-kw vs sch s
Ch i shw - s wh s,
cs sch s bz, Sh afc, rss S a
s c sm hh fs.
f3
Hgh vat utputps s e h uS
c f (m)
Ch
Sh afc
i
bz
rss
S a
Eurpea
Patet offce
US Paen and
Trademark offce 2010
2010
2000
2000
2000
2000
2000
2000
2000
2000
11
1,652
465
7
68
24
74
27
66
13
31
22
11587
121
7
2000
2000
2010
2010
2010
2010
2010
2010
2010
2010
20
20
Sc: em
112
2000
2000
94
587
200
7857 44
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Study
ThE ChangIng pRofIlE ofEmERgIng maRkET R&D hUbS
t , ms cm r&d hs h i
Ch. eh f h cms f h w's
s r&d s ssh r&d fcs hs w
cs. Sm cms, sch s Mcsf, ns, i
nvs, s h Chs i hs. b r&d
z s x s ms sk
c cs mk ccss. th k cs s r&d hs h m cms. W hv
chs f --cm r&d hs fm l amc, es
e, h a w as ms h ch
r&d vm.
look bEYonD ChIna anD InDIa
bRazIl InDonESIa RUSSIa SaUDI aRabIa
R&D vestmets
in USD biin
% f GDP
Avaat f
scetsts
iteectua prpert
prtect
Univesiy/indusy
carat
ivat
dustr feds
19.4 (2011)
0.9 (2011)
rw , it,
chmcs
it, mv it, hmccs it, hh-ch
+
+ + +
+ +
+
1 (2010)
0.1 (2010)
23.1 (2011)
1.2 (2011)
0.7 (2007)
0.3 (2007)
n: C ss v v WeF g Cmvss k
f4
new eeri ret R&D
us re te rise
iv cs f cms
sc m mks
Sc: b, r b
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Roland BeRgeR Strategy ConSultantS
BRazIl IndoneSIa
R&D vestmets 2011, 0.9% f GDP
bz, h " " ch scs vs,
hs ms r&d v f w fms f ,
ch mc. bz vcs ws w ww c. n, ems bs
ac (eMbraer) ch h fs cf f xc-
sv h. p bs ( ps), smc
bz m c, s vs uSd
4.5 r&d v h x fv s. th cm fcss
vc chs f -w c.
bz ffs sc r&d sks css m s
f mfc, it chmcs, s h c
fv cm h l amc cs h
sh sm f r&d svcs. t , mvmfcs h c cms r&d cs.
b it fsc ss r&d
v. F xm, g ecc w k s s
uSd 100 m g rsch C r J wh
h ge sch hs nsk (uSa), Shh, b
Mch.
bz hs cs mv s c
ssm, hh s c s h W ecmc
Fm's ic p pc ix 3.2 (84 f
142) ms w v. rc cs h bz
p tmk offc h n Cc f Jsc
hv c h m q f f cs,
m , msh c css
ms f h bz f cms.
19.4 1R&D vestmets 2010, 0.1% f GDP
is's c r&d vsm s h f fv s
, h vm w fs r&d s c v
v h cm. is s -m cs r&d vsms fm ss h 1% f gdp 3%. t
ch hs jcv, h c ffs vs x
cvs, s w s chc sssc, ssss
whh v, s-w, cvs h vs sm
f h fs sch.
pm cms, sch s uv, c
ch r&d hs is. i 2011, riM r&d
cvs, h sm nss s r&d c. dhs
s s is s s x cvs,
2011 h mk r&d c hs f s w mfc .
is ffs w fms f c: s (20-
m) sm s (10- m w v f
vvss). th s c css
hv cm m sm, vs c
-h cs w cs c h m
xss. r v f scss s w s vs
s c, is fms v v.
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Study
RuSSIa
23.1 708 mR&D vestmets 2011, 1.2% f GDP
th rss vm s v rss Sc V
Mscw wh nk c hs r&d
fc. ac 2012, h s vs uSd 3 vh x h s h Skkv C f iv
esh s h cs f mj hh-ch
sc h m mk. i s f h ms cv
mj cms vs rss, fm Ceo C b
c-chs h Skkv F Cc. oh m
s vss c Qs as Zc. rss
hh-ch r&d s s xs f wss
fsc j vs w rss s-w
mfcs sch f s s nk Sms
nwks Hw. Hwv, cc sc v
vsms hs h c cc. Wh rss s xc sh s mch
ss, h c's c s h WeF
ic p pc ix 2.5 (s 126
f 142) s w v.
SaudI aRaBIa
R&D vestmets 2007, 0.3% f GDP
th S cm s hh m
cs. th vm ss vm s c
m kw-v cm, 96% f ss hge iv Sv h h S v v-
m hs mv v h s fv s. th K a
uvs f Scc tch (KauSt),
2009, sks m vs/sss c
c w-w scss ss.
i 2011, Sms e f r&d c wh h K
Fh uvs f pm & Ms dhh,
M es sch ch s, ff r&d
s f sss, s w s vs s
ch . i 2010, i r&d c x wss cs h Km s
. p c S a ss 20 s, h
m w c s s h s.
th c hs ssfc sc f 5.1 (s 25 f
142) h WeF ic p pc ix.
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Roland BeRgeR Strategy ConSultantS
Cmpaes that vest mre tha60% f ther R&D sped terata
research perats shwed a 40%
crease market captaat
ix: 100 = fms wh
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f5
f6
Study
EmERgIng maRkET R&D hUbS aRE STRaTEgICloCal SUCCESS faCToRS
th u ns W ivsm r sms h
xm 21,500 ms sss m
cs. pm ms sch s Mcsf, psC,
ibM, Csc, nk, ge Xx hv s ssh r&d hs
m mks cc scfc sch
x x- sss ms z
scs. a mv s s cmc, ss
cs mhs f . ths cms w
c w ss h c c css s
f m 90% c h h 10% cs svs.
F cms, fm f r&d hs s
ss cs c r&d cs h s cs f
c mks csm qms. a s Jzsk
dhff (2008) f h ch fms wh
r&d cvs c, v, ms fc -
fmc: hh ms, fs mk cz.
Cms h sc f r&d fw cs fcs
w-w cs sch s Ch i s s v-
v fc sccss.
Hwv, cs s h c mv sc r&dc. a r b r&d s cfm v
ssssm h ccss mks chc xs
h ms m c wh c wh s
r&d cs. Cs css m hv fc jc
vsm css, ss v wh
m wh s sc r&d hs. accss
c s m mv f mv r&d.
M x s chs s s fc f
cm ms. b wh sm ss
mfcs w k c s ch cmx,
m ms cz h s ch cms
s ch cs cm shks m--mk
css ms scs cs. t
cs fs, r&d fcs ms m cs wh c
ss mk. a h Fcs 20 cs, hs ms
k w ws m c v.
5 = Vey impan5
4
3
2
1 1 = N vey imp
3.7
Ma drvers
3.4
2.4
Sc: r b
accss
mks
accss
chc
kw-hw
Cs c
mret d tecy ccess re
cery re irtt t cst i
setti u crrte R&D
f6
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Roland BeRgeR Strategy ConSultantS
RethInkIng InnovatIonStRategIeS foR emeRgIng
maRket SucceSS
What the StRategIc SucceSS factoRS aRe
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Study
ThE RIghT mInDSET foR InnovaTIonS
Fv s ccss w-c c
scss s fq m wh c-
s c r&d hs m cs. Hwv, h
h k sccss fcs. Ws cs
ms s c's c
csm hv s.
Cs Hz, h f cm h v hw
mch cs s mhs c s
vs. Hz's m c f vs s
"4a" m sc w c's ac, av,
aff aff m mks. Ms fscs c. C h c's s, c
s cmm h scv c's c?
av fs ss chs. aff
vws hw v h c cv ss .
ls, f hs ss ss , ms x
. ds h c hv sffc c c ff
v ffcv ?
ths c ms xs r&d ffs. M
m c scss, s schs hv
ff ms h h Ws cs. pchs sscs c cms f ffcs scs,
h c' c ffcs k, c kw
ms v f f c sss. Sscs
c cc h v cs f ccss
w mss. a wh h chcscs f ms
m v sm f f xm, sc
cmz h h , f
ff s s smms ffc f schs
s c h Ws m.
ths ms s sc v wh s
mfc cmv cs f h w m mk.
i, f m cmm cs s f
fs mk m fc w h hh-f
r&d ffs c w-css s. as w sh s,
f cs ss xsv mfc, h
s fmc f fw, hh s fcs c mk
hm fm cs-ffcv cms.
fRUgal pRoDUCTS UnloCk EmERgIng maRkETS
t, ff s , m ms c s
w cs v m mks cs
scc f cm v m h s. t,
s m c csms' q c
qms s h fs s. Csms cs ch
fm m sv xsv, s--s, -q
cs. rs cm v h s c s v
m c cms ms ff c
mws csms m cs wh v m
-fv c/fmc s.
e-v c vs hv x cm vm wh v, x ww
f 7%. th s 10% Ch i. ths wh hs c
m ms. Sms, f xm, w s
-v ss f uSd 10 , whch s 14%
ss.
Hwv, m cms fm sz cs c
cc s h cs f hs hh-wh
mks. a f s, h s ss.
F xm, gm mch s cz ww f
h q, , fmc f fs.a wh ms mv s, h f
gm's s x ss. b s m h
c, vc cm mfcs f cm
fs h h fcs. gm mch
mfcs xc.
gm mchs v sh v-s f e
csms! Ms eu mch s s fw h 80%
c's fs. b h Chs, wh mj csms,
s v f fw c fs. M h hf f
s s fw h 60% f mch 's
fs, 14% ccss m h 80% f h mch's
f s.
ths hv v-s mchs w fc cs
ffc m mk cm h fs-w m-
sm s c cms mv h fmc
f h m fc mchs.
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Roland BeRgeR Strategy ConSultantS
F cs, s f w- m- mk
sms, m fmc w s f fcs.
Sccssf f cs vm-v, sm, s/
mc-f, m--mk ss s
cmv w c. th sh ccv fm h
m sc hh- cms
fs wh s css.
F cs c f m ss.
WhaT aRE fRUgal pRoDUCTS?
ChaRaCTERISTICSaTTRIbUTES
Perfrmace
Simpiciy
Rustess
Ecmes f scae
Prcg
lw-w-
Simpe
Rust/mateace-fred
Hgh vume
lw prce Mm c Hh c/mm
Mm vm lw vm
F/s m
Cmx
lw-ed Md-ed Hh-
fru rducts re crcteried y
seci ttriutes
Sc: r b
f7
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Study
1Fm s f h i mss
mk s v w-whs
imvms s cm w-whs- Sf- a-wh- aff
F h "wh s" ww-whs m cs
Tt n
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Roland BeRgeR Strategy ConSultantS
2 Ci x-d 101M h ch "-
w-cs m hs" f mmks
imvm s cm cv chs: s ch
a fcs c f sc
M cs c
rc h s ff
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Study
3rf z s s sm,
ff schs
imvm s cm m s: s s wh s fs s
aur st
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Roland BeRgeR Strategy ConSultantS
Ch s f cch
Sc c f vcs s ch jc mv c ss, sf sz cs
t: C h s s ch sss s s w- s
pc f hh vms sscms f sc
4 USD 100 t
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Study
5Sms m mks
wh ch X- mchs
Mss mk hs sfc hhvms (> 1,000 cs. ..) h sshmks (x. 100 cs. f m-c sm)
Csmz f c qms(h, hm, w cks)
X-ry rtus
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Roland BeRgeR Strategy ConSultantS
mi desHh- ( f, )
w-cs v f M s
2--ck c v fh i pks
6
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Study
yh ch wh vm a, zc
lch 2005 Sh afc, dmhs fh m c js
10% f ss m ds whs -- h wshs, svs dms, wm wh hh v fc
yh s f x. eur 0.20
Di yurt7
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Roland BeRgeR Strategy ConSultantS
8 Sr rdiM s s
H ck f ch f s w s v (1 m. fck s sffc f 20 m. fs)
ths, ss fcc s
aM FM c
r s f eur 12.50-18.50
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Study
Sccssf f c v qs c
cs-mk h s ms s c
c/ scs. a w hs h, h css
w c m cms vv w m
cz, c vs f.
K f c sccss fcs :
mIndSetF c v ms s h cm's ms,
cs v c scc f f r&d ss s h c s hm c v
cs .
local ReSouRceSt c cz, c-mk fcs, ms f
h scs c f v ms
v h m c.
local decISIon-makInglc wh ms (lgts) cs-mk h chs whch cs v hw mfc, s
ff f-ss svc.
local fInancIal ReSponSIBIlItylgts ms hv f ss ss, whch hs f
k h f amc ms.
acceSS to gloBal coRpoRate ReSouRceSlgts sh hv h h w fm c
scs, whch s ss f v c sss
m mks.
fRugal InnovatIon SucceSS factoRS
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f8
Roland BeRgeR Strategy ConSultantS
uk vc cm cs, whch fq ff
css f scv fs, f cs cm
v s fmc/cs c. b f c
v s m h cs c. t v s, cs-
ffcv fmc v m s f fcs, sss
ms f cf c
w c csss s chs.
Hsc mhs v mch v , f
s. Hsc ss s c f
cms k m mks, vf cs s cs . t sccssf
f cs, mm sh vw h scm
f sss mfc cvs fm h sss
cs, c s v ch cf h
mfc css, sk m mk. F
c vs m mks, h
ms m cs wk hs cs. M
cms fm v s w w c
cs m c s ms
s, v mfc cmv f cs
fm h m . lc s w ms s c scs, c wh wh
wh c sss, sks cs.
a v ms f w v
c sss s "vs" "s" v, wh
m ss m c f cs
css h hm h mks.
b m h . Fs, 's vw h sc ss:
F gm cs cm, w v
f c cc f h Chs mk. rs cm
csm cs Chs mch cs ws
cs cs ss ms cs wh csm
qms. a w s fcs h w/mm
sm sc v c cc
vs c ss v f eur 50
m.
b hw w chv hs mssv sss ? t
h cms ssss xc h m sss,
mfc ss h cms f
s c s hw hs cvs c
h c z r b
s cmhsv sx-s fmwk
m h f c vm css.
H's qck k ch s:
1 REaDInESS aSSESSmEnTths hs vws hw w h cm's c c
css wh h mks csm sm
fs h cs h w ssf
csm qms.
2 maRkET analYSISi-h fs f h mks/csm sms,
s scfcs s c v
ms. ths hs fs h f cs' fcs
cmv vs, scv hh x vws,
css-fc wkshs xsv mk sch.
3 fRUgal pRoDUCT DESIgna h-hs css fs ss -ss
fcs ssf csm qms, sms css
s ff chc chs c
h cms, h ss cs/fmc mx v
s s.
developIng fRugal pRoductS Step By Step
the Roland BeRgeR appRoach
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Study
4 valUE ChaIn ConfIgURaTIonbcs cs s mj cmv fc, s ss wh
s v ch mv h ffcc f vm,
cm, c f, scs, mk ss.
Vs c mhs cs mk vs. css,
sc q c c scs m wh
fs hh.
5 RoaDmapth vs s hs fs, ss cm-
ms cmhsv mm
cv h sss cs sk mm, s w
s xc m .
6 ChangE managEmEnTas vs scss c 2, cm sccssf
w m mks, m e cms sh
c c c vs m f
m mk sss. F c vm
cs hs v cs w- m- cs w
h mj f m mk v f ms
cms.
Sm ms w cs vs v
c cs z cs. dff ch
mm chqs ms c s
cm's c s.
1 REaDInESSaSSESSmEnT
Rugh defe target
markets/custmer
segmets ad
devepmet strateg
Wh csm
qms
(hh v)?
Wh vmvs
w hv?
Whch v s
ms s (
xs c vs.
v fm scch)?
1-4 wks x. 3 mhs
Deta target markets/
custmer segmets
Wh s h mk
vm/xc
wh?
Wh csmqms
( )?
Wh s h
c /c
h v m?
Sysemaicay
devep the ccept
fr the techca
sut
Wh q
c fs?
Wh c
fs notq?
Wh h
c css?
Sysemaicay
devep the vaue
cha ccept
dvm: Mb*?
pshs? c.
pcm: Mb?
Sh f bCCS**? c.pc/
scs:
F? c.
Mk/ss
chs? c.
Summaize cncep
ad defe ext st
tchc cc
v ch cc
bsss cs
rsk mmimm
m
2 maRkETanalYSIS
3 pRoDUCTDESIgn
4 valUE ChaInConfIgURaTIon
5 RoaDmap
6 ChangE managEmEnT *) Mk **) bs cs c sc
Sc: r b
Rd berer's ru
rducts rewr
f8
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Roland BeRgeR Strategy ConSultantS
Sc: r b
Mduarat s csdered
the mst mprtat factr fr
a successfu prduct strateg
emergg markets
lvs f sccssf c s m mks (%)
lw-cs c
Fs s wh
cs c
Mz59%
f9
25%
8%
8%
Scz
(ch s)
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f9
Study
a r b s Mch 2012 sv m h 50
cms fm vs ss f szs 57% k
m h h h sss q hw h s
m ss. Mz ks ff fms
h s c, h sc cc s f
cc cmms w cmm sz
v csmz.
Mz s h c. Ms cms hv s
mz f m h h s, 60% f m hfv s. tw-hs f cms sv x h
sh f cs s fms ms ch 67% f
v sh 2015.
Mz cs chqs
mfc s hw c fms ms c
sv csms. Cms w k hs
ccs css h fcs, sch s ss, svc
mk.
S ss c h ss xmz:
Reduce prduct cst
imprve tme-t-market/speed
Reduce cmpext
Ss, s h mc f cc s
csm s wh fms ms, ss
h h f sv cms fw sc ch
cc s fm csm qms.
S wh scs s h f f m cs
h sv cms' sss s. t, m
mks cc f cs h f h sv cms'
vs, h xc ms hf f
vs 2020. i 2010, h sv cms' m
mk ebit sh ws v 19%, jc cm 38%
2020. Cms h mz s w
m ss m mks. th c fs
c csm qms c css, f
xs m cms. Cms s
mz ss f m mk v sh
25% h c f 2000, cs hh h h
sv 's v 18% cs.
Ms m ss s sm cms
sfc cs h m mk r&d cvs. b
2020, m h w-hs f s ss
m h 20% f h cs m mks.
ths f w cs, s m hf f h w's
cms xc c m h 40% f h cs hs cs.
em mk csms fmc/v q
s c m f h chs css. S
s ss h h vwhm mj f sv
cms s mz s h ms m v
sccssf m mk c s.
th f hsc s f ws-cs c s
v 's m mks.
modulaR deSIgn an eSSentIal pRIncIple
of fRugal pRoductS
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f10
Roland BeRgeR Strategy ConSultantS
F cs f vc mk chs w sss
. ths s vs vs c
sccssf f cs c m c h
h cm xc cs f s. of
hs cs mfc hh m ssm
chqs, c w cs.
F xm, h c s s hssc vc f
m chqs c ms wh ff cs
s fs. th i t n c s csc fmm cms h c sh s
f ssm ff cs. i ffc, h n s s
f s ks h h ssm svc
c s whh h m cs ,
s , e.
Sm m m mk cms s s f
c vs h s. F sc
Qs, Chs c mfc, x css h
m cs s h e mk
2013. byd s h w's s mfc f chs. Hw, h Chs cms csm
ccs , svs w s f e cs.
lkws SMeW i, h w mch mfc, -
cs sccssf f h i Ssh mks.
H sm h xms h shw h vs f f
cs cm vc cms:
Siemens induced inexpensive X-ay pducs and ubines
t attract ew emergg market custmers ad the marketed
these cheaper prducts acrss mre advaced markets. ida
enginees king ams independeny designed an X-ay
macine a uses ie Siemens ppieay ecngy and
css 40% ess an e feaue-aden Siemens X-ay
equpmet. The cmpa has aread auched eght prducts
rgatg ida, such as a ew steam ture, a feta
hearteat mtr ad a w-ed ra sgag sstem s t
e drectg Maasa tras. Ad wth heathcare csts rsguversa, sma hsptas advaced ecmes are
dscverg the prce/perfrmace advatages f "Made ida
F Siemens, ese eaivey inexpensive Indian pducs ae
e vanguad f me an 50 in devepmen.
Mcrsft's research aratr bejg prduced cever
prgrams fr cmputers t recge hadwrtg r trasfrm
phtgraphs t carts.
lgtech deveped a affrdae muse fr the Chese
make a ses f e Cinese euivaen f USD 19.99 andis n as avaiabe in Eupe and e Unied Saes.
U.S. Deee & Cmpany designed and manufacued a sma
ac in India, e 35-sepe Kis, piced cmpee i
e make eade, Mainda & Mainda. Kis design eemens
w appear Deere prducts dstruted wrdwde.
GE Heathcare successfu prduced a w-cst
eectrcardgram fr the Chese market ad the marketed
e macine in e US iu cmpmising significan
reveues eared ther mre expesve eectrcardgram e
The mcrface sttut Gramee bak estashed a
banc in e US Gameen Ameica seve e p.
Cca-Ca auched Pup orage Juce, the frst Chese ra
a e cmpany induced in e Unied Saes.
TRanSnaTIonal oRREvERSE InnovaTIon
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Study
Sc: r b
Cquerg Wester
markets
Expadg t
emergg markets
becmg ata
champs
Saing up in
dmestc markets
imtat basc devepmet ivat
DElTA
SMEw
AVhAN tEChNoloGIES
hUAwEI
zTETATACG
byD
qoroS
Eeri ret cies re
rrii i idustriied rets
f10
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Roland BeRgeR Strategy ConSultantS
concluSIon
hoW to BenefIt fRom thIS change In
gloBal InnovatIon management
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Study
u v c, v ws ms xcsv
vc cm cmv v. n . em
cs m cms s c v
r&d s f v. a m mks' sh f
r&d s s s cm sfc v h x c
f cs.
im r&d hs w v c
s mfcs sk c cs h c c
vs. em mk csms mch m
shsc m. th ws-cs, s-w
cs "-sz-fs-" m ss
f h s. t, fmc css w s ffcs, m c xc v mk f
cs h ms vs s f m mk v.
M ms fm v s h ms f
z s s mch m cz c
s, mfc. ths sfm s
ss s w mfc f cs h c
c h w- m- csms wh w cc f
ms m mk ss h cm cs. a hh
vs v, sm f hs cs w w w cs m-
s vc cms.
em mks k c v hh
, cmc sssc. th c w v fm
c c, m mk r&d hs
f h x wv f z. Whh hh -
vs j sch vs, e
mfcs sh mk f cs m mk
v f h s.
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Roland BeRgeR Strategy ConSultantS
Authr
C-Authrs
Brnd Brunk
p Mm f h
g excv Cmm, b
Chritph Angulvant
p, ps
Dr. Wilrid Aulbur
p, Mm
Andra Baur
p, Mch
Bnn van Dngn
p, amsm
William Dwny
p, nw yk
Duc Gtra
pjc M, l
Carlin Gri-Michl
pc, Hm
Marn Hauptmann
p, Mch
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Study
Danil Himml
pjc M, b
Nickla Hlgrn
pjc M, l
fabian Huhl
pc, Mch
Dr. Jhann Klin
pc, b
frank Latur
pc, bsss
Pr I. Niln
p, Sckhm
Dr. Vrna Richl
S ex, Mch
Tina Wang
p, bj
Dr. Tim Zimmrmann
p, Mch
Dr. Michal Zllnkp
pc, S
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Roland BeRgeR Strategy ConSultantS
Suces
Afrca busess Magae (2012)
iCt: Sc Sv k h w
Afacek.de (2012)
Fck s sscs
S. D. Anny e a. (2006)
Sv cs f sv v
S. Aisn (2011)
100 s: Hw h cm f v w ch vh,
fm cs shs fm fh
G. o. bare (1980)
th g 2000 r h ps
battee (2012)
g r&d F Fcs (2012)
K. Be e a. (2012)
d afs biC-S s Wsssmch
bmerg (2012)Sh c x
W. H. buter ad E. Rahar (2011)
g wh s: Mv
m mks briCs
Caays (2005)
th m : Cc c fmc
vs
M. Cunik and K. Gzesik (2009)
l v c m. imcs f v m
s
Cnn Me (2011)
g F 500
Cedi Suisse (2012)
em Mks rsch is
os z w
CTParters (2012)
em mks k
Db Research (2011)
rsch fws c
Daetes Atas (2010)
g sms f h vc f s
f 2010 2030
Dgta Capta Advsrs (2012)
th v shf m
Dscver Dgta Araa (2012)o sh h a w
Ecmst (2012)
Csm s afc a c s sh
Ecnmis Ineigence Uni
C (2011, 2012)
p f wh: th ch
m mks (2008)
Edema (2012)s s
y. Emmaue ad b.D. Ge (2010)
b mk v cs: Wh hw
Eurmtr (2011, 2012)
C csm
Eurstat (2012)
iv sch
Expereta (2012)
ds f m mks
Fd ad Agrcuture orgaat (2009/2010)
Hw f h w 2050
Fres (2011)
dvs & cs: uck
g vs ks c, sc cc
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Study
S. S. Ga (2011)
r m mks
Garter ic. (2011)
Mk ts: M ms ww
Geera Eectrc (2012)
g iv bm
Ga idustr Aasts (2010)
bsms: a sc sss
Gdman Sacs (2010)
g ecmcs p n. 170 204th w f h s
V. Gvindaajan (2012)
th $2,000 c
S. A. hee e a. (2010)
W h w f m mks
S. A. hee and r. rasid (2010)
th : th f fm m mks
ibM (2011)
g lc ts
IhS Gba Insig (2011, 2012)
d ish W
J. R. immet (2009)
Hw ge s s sf
ivat 360 Grup (2012)
th mss k w v s
sh h M es
INSEAD (2011)
th g iv ix 2011
iterrad (2012)
bs s 2011
Inenaina Insiue f Appied Sysems Anaysis (2007)
2007 f sc w jcs
iterata lar orgaat (2011)
g mm s 2012
iterata Metar Fud (2011)
W ecmc ok ss
Inene wd Sas (2011)
us sscs
jaa.cm (2012)
Wh m s m mks h f
B. Jauzeski, Kevin Deff (2008)
th g iv 1000
Knig Fank (2012)
pm i rs ix (piri)
leipzig Gaduae Sc f Managemen (2010)
F scs f h e s
T. R. Mathus (1798)
a ss h c f
b. Mchgt (2011)em wh s hw
c sccss
Naina Science Bad (2012)
Scc cs 2012
new economic foundation, Cetre fr We-eg (2012)
H p ix
oECD (2010)
th m m css v cs
F. Pearce (2011)
th cm csh a 's ss f
Ppuat Resurce Ceter (2008)
p h f css
C. K. Paaad (2006)
th v x
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Roland BeRgeR Strategy ConSultantS
i. Raak (2009)
th c w
cmc wh Ms
P. Redd (2008)
g v m cms
imcs f h v cs
Q. M. Rs ad H. J. Park (2006)
exm h k w vs fm fmc:
th ffcs f vs c vs
rand Bege Saegy Cnsuans
amv lsc 2025 (2011) C hqs s (2005, 2008, 2010)
F cs (2012)
Mfc fs us sc f
s m-sc s (2011)
M cs Hw v m c ks
f wh z (2012)
oz m r&d hh-ch ss (2011)
hk: c Content dvs cs sf sjc?
n (2010)
hk: c Content Sc (2009)
hk: c Study Chs csm (2009) hk: c Study dv fc svcs
s-Sh afc (2011)
t Cmm 2030 (2011)
rand Bege Sc f Saegy and Ecnmics (2012)
Sc 2012
Saescase (2012)
Wh m mk m mks s h x h
F. Siebda, M. heg and h. Ens (2009)
Hw m v ms
Simn Kuce (2011)
dx Mm: Sh km wch
Spiege Magazine (44/2011)
ds Schmf
Sddeusce Zeiung (6/2012)
d rv afk
l. Tar (2011)
ds - hm's fss-w mk
The Germa Fudat fr Wrd Ppuat (2011, 2012)
o jc: 7
Unied Nains Cnfeence n tade and Devepmen
(2010, 2011)
W ivsm r
Unied Nains (1960, 2009, 2010, 2011)
th f wh f h w (1960)
W p pscs th 2009 2010 rvs
W uz pscs th 2009 2011 rvs
W. W. Weer (2008)
M cmx lsss fm p dck
nks lhm
Wrd bak (2011)
th es f d bsss ix
Wrd Ecmc Frum et a. (2010)
Sm cms hh fs m
Wrd Ecmc Frum (2012)
WeF g Cmvss r 2011/2012
t. Yasuyuki and S. hisi (2011)
effcs f Ceos' chcscs z f
sm mm ss J
WrdPa (2012)
g o Sh r
W. zhag (2011)
us Ch's cmc jc
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Study
p 2, 20, 21, 25: Cs
p 19: S a/Vsm
p 21: Cs
p 22: J bh/
p 23+26: ps pcs
p 24: c-c/c
Credts
o vws:
Sf g, Ceo Hsh ag
Mf gk, g p Kf gs Kg
rh Schf, Ceo rh Schf ic
Specia anks
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Roland BeRgeR Strategy ConSultantS
GLoBAL ToPICs
PRoJeCT DesCRIPTIoN
Wit ur global TopICS iititie, we
ssess te st ressi issues r
eders i sciety, usiess d itics
d utie ssie sutis.
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Roland BeRgeR Strategy ConSultantS
F m fm, s vs:
www..cm/cs
if hv qss, s cc s :
r b S Css gmH
Hhlh tws, Ms-v--rh-S. 6, 80807 Mch, gm
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Study
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