The concept of reverse innovation got its start as global firms moved away from viewing innovation as a "home market" activity that creates new products and services for distribution to "foreign markets."

Question

Quizplus · Accepted Answer

Reverse innovation refers to the process of innovating in emerging (often low-income) markets and then distributing these innovations to developed markets. This is the opposite of the traditional approach of innovating in developed markets and then distributing to emerging markets. Therefore, the statement is true.

The Concept of Reverse Innovation Got Its Start as Global