Reverse innovation commonly refers to an innovation initially launched in a developing country and later introduced to … an advanced country. This study expands the definition of reverse innovation beyond its market-introduction focus by … considering reversals in the flow of innovation in the ideation and product development phases. It then proposes a typology of …

market entrepreneurs as well as multinationals, seeking transformative innovation strategies to open up new markets are … engagement is the emergence of a new product development strategy, referred to as reverse innovation (RI). Here, we seek to …