Govindarajan, Vijay; Trimble, Chris - 2012
Trimble first coined the term reverse innovation, using it to describe GE's new approach to global strategy. GE, like most … countries like China and India, and then distributing them globally. As the tip of the multinationals iceberg, GE shows that … successful global companies will have to do both. But succeeding at reverse innovation requires a different model than the one …