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 …

solution to this problem is innovation, which is a complex phenomenon that needs to be understood and measured in every company …. The aim of this paper is to present a measurement tool to analyse the extent of innovation. The authors have divided the … complex phenomenon of innovation in seven types of innovation according to their influence in the company, for each type of …