Market-creating innovation
Ojomo, E. (2016, October 12). Understanding this will help you create prosperity and help you build a successful business [Web log post]. Retrieved March 2, 2019, from https://www.christenseninstitute.org/blog/understanding-will-help-create-prosperity-build-successful-business/?_sft_topics=software-hardware,interoperability,business-model-innovation-global-prosperity,market-creating-innovations&sf_paged=6
Market creating innovations target nonconsumers—the segment of the population who would benefit by owning or using a product but cannot due to the product’s cost, time, or the the expertise needed to use it.
This book is based on sound theory, and sound theory is prescriptive, allowing for a methodical approach to understanding all the moving parts when it comes to innovation and doing business in frontier markets. The case studies are relatable whether you’re familiar with these regions or an innovator looking to cash in on the promise of targeting the nonconsumer segment of the market.