TEDxBigApple - Vijay Govindarajan - Reverse Innovation
Summary
TLDRLa innovación inversa es un fenómeno que revoluciona el mercado de productos y servicios. Se refiere a la creación de innovaciones en países pobres y su posterior venta en países ricos. Este concepto desafía la lógica tradicional de que los países desarrollados son los principales innovadores. La innovación inversa no solo presenta una oportunidad de crecimiento significativa para las corporaciones estadounidenses sino que también puede transformar la vida de las personas en países ricos. Ejemplos como la máquina de ECG de GE, que pasó de costar $50,000 a $500, demuestran cómo la innovación en países en vías de desarrollo puede tener un impacto global, incluyendo su adopción en países desarrollados.
Takeaways
- 🌐 La innovación inversa implica desarrollar productos en países pobres y luego venderlos en países ricos, lo que puede parecer contraintuitivo.
- 📈 Representa una oportunidad de crecimiento significativa para las corporaciones estadounidenses, ya que las economías en desarrollo tienen una base de consumo masiva y un gran potencial de crecimiento.
- 💡 La innovación en países pobres es necesaria debido a las diferencias en el ingreso per cápita, lo que requiere productos y servicios adaptados a estas condiciones.
- 🏥 Ejemplo de General Electric, que desarrolló un electrocardiograma de $500, el 'Mac 400 India', fácil de usar y transportar, para el mercado rural indio y que luego se comercializó en 150 países.
- 🚑 Este tipo de innovación no solo satisface mercados en desarrollo, sino que también se vuelve relevante en contextos de emergencia y espacios restringidos en países desarrollados.
- 🏢 Hospitales en la India ofrecen cirugías a precios muy bajos, como la catarata por $30 o cirugías de corazón por $2,000, manteniendo una calidad comparable a la de hospitales de clase mundial.
- 🔄 La innovación en países pobres puede ser exportada de regreso a países ricos, transformando así la industria y ofreciendo soluciones a problemas de costos en el sector de la salud, por ejemplo.
- 🏭 Muchos países en desarrollo se saltan etapas en la infraestructura y adoptan tecnologías más avanzadas y sostenibles, lo que puede influir en el desarrollo futuro en países ricos.
- 🏠 La innovación también abarca áreas como la vivienda asequible, con iniciativas para construir casas por tan solo $300 para abordar la falta de vivienda en el mundo.
- 🛑 Las corporaciones estadounidenses no están bien posicionadas para aprovechar la innovación inversa, ya que a menudo aplican lógica y mentalidades estadounidenses en mercados emergentes sin adaptarse a sus necesidades.
- 🌟 La innovación inversa no es solo una oportunidad, sino una necesidad para las corporaciones estadounidenses si quieren mantener su crecimiento y relevancia a nivel mundial.
Q & A
¿Qué es la innovación inversa y por qué es significativa para las corporaciones estadounidenses?
-La innovación inversa se refiere a la creación de productos en países pobres y su venta en países ricos, lo que es contrario a la innovación tradicional. Es significativa para las corporaciones estadounidenses porque representa una oportunidad de crecimiento significativa, permitiéndoles acceder a mercados en desarrollo y traer de vuelta innovaciones que pueden tener un impacto en los mercados desarrollados.
¿Cuál es la relación entre la innovación en países pobres y el crecimiento económico en los países ricos?
-La innovación en países pobres puede conducir a productos y servicios que, debido a su bajo costo y adaptabilidad, también tienen éxito en países ricos. Esto puede generar un crecimiento económico adicional en los países desarrollados, al introducir nuevas soluciones que son asequibles y eficientes.
¿Por qué es necesario innovar en países en desarrollo según el guion?
-Es necesario innovar en países en desarrollo debido a las diferencias en el nivel de vida y los recursos disponibles. Los modelos de negocios y productos diseñados para mercados con ingresos medios altos no son aplicables en mercados con ingresos medios bajos, lo que requiere una innovación para satisfacer las necesidades de estas últimas.
¿Cuál es un ejemplo de innovación inversa mencionado en el guion?
-Un ejemplo de innovación inversa mencionado es la máquina de ECG de General Electric, que inicialmente costaba $50,000 y fue reinventada para el mercado en India a un costo de $500, haciéndola más portátil y fácil de usar, lo que la hizo adecuada para áreas rurales y, eventualmente, también valiosa para situaciones de emergencia en países desarrollados.
¿Cómo la innovación en un país en desarrollo puede tener un impacto en la calidad y el costo de la atención médica en un país desarrollado?
-La innovación en países en desarrollo puede conducir a soluciones más económicas y eficientes que mejoran la calidad y reducen el costo de la atención médica. Por ejemplo, hospitales en India que ofrecen cirugías a costos mucho más bajos que en los EE. UU., pero con una calidad comparable o incluso superior, lo que puede influir en las prácticas y costos de la atención médica en otros países.
¿Por qué las corporaciones estadounidenses pueden no estar bien posicionadas para aprovechar la innovación inversa?
-Las corporaciones estadounidenses pueden no estar bien posicionadas debido a que a menudo aplican la lógica y mentalidad estadounidense en mercados emergentes sin adaptar sus productos o servicios a las necesidades y condiciones locales. Esto puede resultar en una falta de comprensión del mercado y una falta de innovación relevante para esos mercados.
¿Qué es la innovación frugal y cómo se relaciona con la innovación inversa?
-La innovación frugal se refiere a la creación de productos o servicios de alta calidad a un costo significativamente reducido. Se relaciona con la innovación inversa en el sentido de que implica desarrollar soluciones que sean accesibles y efectivas para mercados con recursos limitados, lo que a menudo resulta en productos que también tienen un lugar en mercados desarrollados.
¿Cómo la innovación en un hospital en India puede ser un ejemplo de innovación disruptiva en el mercado de la atención médica en los EE. UU.?
-La innovación en un hospital en India, donde se ofrecen cirugías de alta calidad a un costo mucho más bajo que en los EE. UU., puede ser disruptiva al introducir un modelo de atención médica más económico y eficiente que puede competir directamente con los servicios de atención médica en los EE. UU., posiblemente reduciendo los costos y mejorando la accesibilidad.
¿Por qué es importante para las corporaciones estadounidenses entender y adaptarse a las necesidades de los mercados en desarrollo?
-Es importante para las corporaciones estadounidenses entender y adaptarse a las necesidades de los mercados en desarrollo porque estos mercados representan una base de consumo masiva y un potencial de crecimiento económico significativo. Además, la innovación en estos mercados puede conducir a soluciones que también son valiosas en mercados desarrollados.
¿Cómo la innovación en un país en desarrollo puede afectar la forma en que se abordan los problemas en un país desarrollado?
-La innovación en un país en desarrollo puede afectar la forma en que se abordan los problemas en un país desarrollado al introducir nuevas soluciones y enfoques que son más económicos y eficientes. Estas soluciones pueden ser adoptadas y adaptadas en países desarrollados para mejorar la calidad y reducir el costo de los servicios y productos.
¿Qué sugiere el guion sobre la actitud que deben tener las corporaciones estadounidenses hacia la innovación en el futuro?
-El guion sugiere que las corporaciones estadounidenses deben adoptar una mentalidad de innovación frugal y estar dispuestas a aprender y adaptarse a las necesidades de los mercados en desarrollo. Esto implica una actitud de curiosidad y apertura hacia los problemas y necesidades de los consumidores en todo el mundo, más allá de las fronteras de los países desarrollados.
Outlines
🌐 Innovación inversa: el futuro del crecimiento empresarial
La innovación inversa implica desarrollar productos en países pobres y luego venderlos en mercados ricos, lo cual es un enfoque opuesto a la innovación tradicional. Este concepto puede ser la mayor oportunidad de crecimiento para corporaciones estadounidenses, ya que involucra a 5.5 billones de personas en economías en desarrollo, representando un potencial de crecimiento de 1.5 billones de dólares. La diferencia en el PIB per cápita entre países ricos y pobres hace necesario una innovación que aborde las necesidades de los mercados pobres, como lo ejemplifica la historia de General Electric y su máquina de ECG adaptada al mercado en India.
🛠️ La máquina de ECG de $500: un ejemplo de innovación inversa
General Electric creó una máquina de ECG de $500, llamada Mac 400, para el mercado en India, lo que contrasta con su máquina de $50,000. Esta innovación no solo abrió un nuevo mercado en India, sino que también se ha extendido a 150 países, incluyendo los Estados Unidos, donde se está utilizando en ambulancias y hospitales. La simplicidad del dispositivo, con solo dos botones y un peso ligero, demuestra cómo la innovación en países pobres puede traer soluciones eficientes y económicas a los países ricos.
🚀 Innovación disruptiva en la atención médica y otros sectores
La innovación en hospitales en India, como Arvind Eye Care y NH Hospital, ha logrado ofrecer procedimientos médicos de alta calidad a precios extremadamente bajos, lo que desafía la creencia de que los productos de bajo costo son de baja calidad. Estas instituciones utilizan tecnología de vanguardia, pero la diferencia en costos se debe a la alta eficiencia y el uso intensivo de la tecnología. Este enfoque de innovación puede ser aplicado en sectores como la energía renovable, la vivienda y el transporte, donde se han logrado avances significativos con tecnologías frugales.
🌍 El reto de la innovación inversa para corporaciones estadounidenses
Las corporaciones estadounidenses no están bien posicionadas para aprovechar la innovación inversa, ya que a menudo aplican lógica y estrategias de mercado estadounidenses en mercados emergentes sin éxito. Ejemplos como Kellogg's en la India muestran cómo la falta de adaptación a las necesidades locales puede resultar en un fracaso en el mercado. Para aprovechar la innovación inversa, es necesario cambiar la mentalidad y buscar entender profundamente los problemas y necesidades de los consumidores en países pobres, y luego utilizar las capacidades globales para innovar de manera frugal y efectiva.
Mindmap
Keywords
💡Innovación
💡Innovación inversa
💡Mercados emergentes
💡GDP per cápita
💡General Electric (GE)
💡Costo de la atención médica
💡Frugal innovation
💡Desarrollo sostenible
💡Telemedicina
💡Economía multipolar
💡Cambio de paradigma
Highlights
Reverse innovation involves innovating in poor countries and selling those products in rich countries.
It may seem counterintuitive for rich consumers to want products designed for poor countries, but it represents a significant growth opportunity.
Developing economies, with 5.5 billion people, represent a huge consumption base with potential for 1.5 trillion dollars of incremental growth.
Innovating in poor countries is necessary due to the different GDP per capita and the need to create affordable products for mass markets.
General Electric created a $500 ECG machine for India, which is now being sold in 150 countries, including the US.
The Mac India ECG machine is portable, operates on battery, and is easy to use with only two buttons.
Innovations like the Mac India ECG machine can transform healthcare in rich countries by being used in ambulances and crowded hospital rooms.
Hospitals in India are performing surgeries at a fraction of the cost in the US while maintaining world-class quality.
The cost reduction in Indian hospitals is achieved through high utilization rates of equipment and breakthrough innovations.
Innovations in poor countries often leapfrog to the next generation of technology due to the lack of existing infrastructure.
American corporations are not well-positioned to capitalize on reverse innovation, often struggling in emerging markets with their dominant logic.
American companies need to change their innovation paradigm from value for money to value for many, focusing on frugal innovation.
If American companies do not engage in reverse innovation, local companies in poor countries will disrupt them in the US market.
Reverse innovation is not optional; it is essential for the future growth of American corporations.
American corporations must be curious about the problems of people in poor countries to remain strong and innovative.
Transcripts
historically multinationals innovated in
rich countries like the US and solve
those products in poor countries like
India reverse innovation is doing
exactly the opposite
it's about innovating in a poor country
like India and selling those products in
a rich country like the US this may
appear completely counterintuitive
because if you think about it it's
perfectly logical to see why a poor man
would want a rich man's product rich man
is draining a car poor man wants a car
rich man has a cell phone
poor man wants a cell phone but it is
not that logical to see why a rich man
would want a poor man's product that's
the essence of reverse innovation I
contend this is going to be probably the
most significant growth opportunity for
American corporations going forward why
so reverse innovation has two components
first you constantly export to poor
countries or developing economies you
have to innovate there that's step one
step two is take those innovations and
really bring them to rich countries why
is this going to be a significant
phenomena let's look at some facts what
this block tells you is there are about
5.5 billion people in the so-called
developing economies that tells me
developing economy is a bulk of the
consuming base the total size of these
economies the GDP of poor countries is
about 30 trillion dollars even if you
apply a modest growth rate of 5%
you do the math five percent on 30
trillion is 1.5 trillion dollars of
incremental growth that's 1,500 billion
dollars of incremental growth developing
economies are huge
they have massive consumption base but
that still doesn't tell you why do you
need to innovate there and we understand
why you need to innovate if you look at
another statistics which is what I have
got here is GDP per capita when you look
at the GDP per capita think about India
the GDP per capita in India is about
three thousand dollars the GDP per
capita in the u.s. is about fifty
thousand dollars there is no business
model you created for middle America
where the mass market per capita income
is $50,000 you can go and try to capture
middle India where the mass market per
capita income is three thousand dollars
you have to innovate what is happening
is you can imagine it this way in a rich
country there is one person with
thousand dollars to spend in a poor
country there are thousand people each
have one dollar to spend the total
consumption is the same but the
fundamental difference is in the demand
structure let's take an example of how
reverse innovation works this is General
Electric in their health care business
in the healthcare business GE makes
products like cat scanner MRI machines
ultrasounds x-ray machines and this one
which is an electrocardiogram an ECG
machine this machine probably costs
about $25,000 and this comes with a very
sophisticated custom printer because
you've got to print the ECG that costs
another $25,000 this is a $50,000
machine extremely powerful machine it
has saved millions of lives now G used
to sell this machine in India certainly
there is 10% of hospitals in India who
could afford to buy this $50,000
equipment but the question is what about
the remaining 90% of India remaining 90%
of India is in rural India they can't
afford this $50,000
price tag not only that in rural India
there are no hospitals
that means the patient cannot go to the
hospital
the hospital has to come to the patient
that means you got to take this machine
and go door to door in rural India this
machine weighs 200 pounds nearly
impossible put it on your backpack and
go door to door but even if you manage
somehow to take this machine in a bus or
something to the village this machine
operates in-house current in rural India
electricity is either unavailable or
unreliable but even if you manage to
find electricity this machine is a very
very sophisticated machine has to be
operated by a very trained doctor in
fact this machine comes with a 500-page
users manual in rural India there are no
doctors but my point is still 90 percent
of Indians also have heart attack we
need to somehow find a solution
couple of years ago G innovated a $500
ECG machine which is called Mac India
contrast five hundred dollars versus
fifty thousand dollars in fact in my way
of thinking if you want to unlock urban
India you better have a 10 percent
solution if you want to unlock rural
India you better have a one percent
solution that means if a product has
$100 in the US it better cost ten
dollars in urban India it better cost
one dollar in rural India not only that
this Mac India the five hundred dollar
machine is extremely portable in fact it
weighs less than a can of coca-cola so I
can put it in my backpack and go
door-to-door further this machine
operates on battery which is extremely
critical in rural India and this machine
is extremely easy to operate probably
you can't quite see it
this machine only has two buttons there
is a green button and then there is a
red button you press the green button it
works if you press the red button it
stops as long as you know how to read
traffic signs you should be able to
operate this machine my point is this is
creating a whole new exciting market in
India but the real bonus is this machine
is now currently being sold in 150
countries including transforming health
care in the richest country in the world
the United States of America now how is
it creating growth in the US imagine
there is an accident on a highway and an
ambulance is going there you can't put
the fifty thousand dollar machine inside
the ambulance but I can put a
pocket-size an iPod size five hundred
dollar equipment into the ambulance and
also imagine a crowded place in a
hospital for instance the operating room
it's got the patient the surgeon the
nurse's equipment etc you can't v-lin a
fifty thousand dollar equipment into the
operating room but I can bring this $500
ECG machine such examples are plenty in
fact the previous speaker talked about
how pathetic the healthcare system in
the u.s. is take for instance some of
the revolutions that are taking place in
India there is a hospital in India
called Arvind I care which does cataract
surgery for $30 what probably costs
$3,000 and upwards in the u.s. there is
another cause hospital called NH
hospital which is doing open-heart
surgery heart open heart surgery for
$2,000
what might cause well over $100,000 in
the u.s. now this cost difference cannot
be explained simply by labor cost
differences between the two countries
this is about breakthrough innovation
in fact even at such ridiculously low
price wines the quality in these
hospitals is world-class because poor
don't want low-cost products they want
value NH Hospital for instance one of
the ways you measure quality in a heart
bypass surgery is mortality rate thirty
days after surgery for NH Hospital the
mortality rate 30 days after surgery is
1.4 percent the u.s. average is 2
percent so there are world-class quality
at a very low price point the beauty is
innovation in fact NH Hospital for
instance by world-class equipment what
you're going to see in Mayo Clinic or
Mass General is exactly what they have
then you may wonder with such
world-class equipment costing very high
prices how are they able to bring the
cost down they use it 500 times more if
you can use the same resource 500 times
more the cost of patient comes down in
fact we have many many examples our
breakthrough innovation in just about
every sector given the lack of
infrastructure in poor countries they
always leapfrog into the next generation
of technology we have seen this in
telecommunications there they have
skipped landlines and gone to the
cellular forms but when they go to
cellular phones they are also able to
innovate services which are built off
the cellular platform like mobile
banking like telemedicine or because
China is brink building its energy
infrastructure for the first time they
leapfrog and become global leaders in
renewable energy technologies like solar
and wind or take a look at
transportation there is a company in
India called partner Motors which has
launched the Tata Nano the $2000 curve
think about the power of that innovation
if somebody told you
years ago you can actually make an
internal-combustion driven automobile
for $2,000 you will say get out of here
the cost of a DVD player in a BMW is a
lot more than $2,000 or take a look at
ultra low-cost housing I wrote an
article 12 months ago about why can't we
build a $300 house for the poor my
argument was based on today in this
world there are 75 million people who
are homeless 75 million that's the size
of United Kingdom who sleep on pavements
for whom sky is the only roof is that
really right even insects have home is
it not even a spider has a home is it
not I say housing is a human right and
it has generated a global movement the
list goes on
unfortunately most corporations have
divided the world into two the world has
seven billion people they've divided
into two three billion who are rich
enough who can afford the products we
make today and the four billion poor we
have left to charity to take care of
governments to take care of this is an
outmoded thinking we have to bring the
four billion poor into the consuming
this if you want to bring the four
billion poor into the consuming base you
can't give the products the three
billion rich are consuming you have to
fundamentally innovate and my point is
the innovations for the poor will come
to transform the lives of the people in
the rich countries all the innovations
in renewable technology that's taking
place in poor countries will ultimately
rebuild the energy infrastructure in the
US if this is such a big opportunity how
will our American corporations position
to capitalize on reverse innovation
unfortunately they are not well
positioned in fact most American
corporations especially winners always
struggle in emerging markets and the
reason they struggle in emerging markets
is they use the American law
the American mindset the American
dominant logic to unlock emerging
markets it doesn't work let me give you
an example Kellogg's is a global leader
in the breakfast cereal market making
brands like conflicts Kellogg's is a
complete non player in India which is
perhaps one of the largest and
fastest-growing breakfast cereal markets
in the world and Kellogg thinks they
have already innovated for India because
in India they make the regular conflicts
then they make banana conflicts then
they make mango conflicts and they think
they have innovated but those of you who
have gone to India are familiar with how
Indians eat breakfast
for instance Indians love hot breakfast
so you pour hot milk on your cereal I
don't care whether it is plain conflicts
or mango conflicts or banana conflicts
it becomes a mush who wants to eat that
the only Indians who are consuming
conflicts are Indians who live like
Americans who pour cold milk on their
conflicts a senior executive sitting in
Chicago for Kellogg's might say well a
small sales revenue in India is okay
once Indians become more civilized they
will come to my conflicts my point is in
a multipolar world who defines who is
civilized and who is not if American
companies have to capture this enormous
opportunity in reverse innovation then
they have to fundamentally change their
dominant logic when you go to emerging
markets don't ask this question what is
the market for my transplanted global
strategy this is saying how can I place
my conflicts into the breakfast cereal
market in India you are lost
instead you should ask the question what
is the strategy for that mark
can I understand in a deep way what the
customer problems are in poor countries
and then try to use my global
capabilities to engage in fundamental
innovation we all know one thing
developed world has slowed down and the
growth is shifting to developing
countries but if you want to capture
that growth you must innovate but you
must have a different paradigm for
innovation than what we have in the u.s.
in the u.s. our paradigm for innovation
is let's spend more money and as the
previous speaker talked about that's
what we have done in healthcare
in order to solve healthcare problems we
say medical science and medical
technology will push the frontiers of it
don't even ask about cost it's not even
a second consideration it's the last in
the u.s. whenever we want to innovate we
say you got the blank cheque let's go
spend money in poor countries you have
to innovate by spending less money
because they don't have a sources in
fact in poor countries you have to do a
lot more with lot less you have to offer
a lot of value to the customer with very
little costs you have to do more with
less with lots of people there for the
innovation paradigm has to change from
value for money to value for many and if
you want to really provide value for
many then you have to engage in frugal
innovation in fact Harvard Business
Review press is going to publish a book
called reverse innovation which outlines
how do you exactly master this art but
here is the real scary thing if American
companies don't do reverse innovation
that doesn't mean poor people in poor
countries are going to wait forever some
local company will do that innovation
when it does that innovation they will
come and disrupt American companies on
our Shore by the way the NH hospital
that I was talking to you about the two
thousand dollar open-heart surgery as we
speak they are opening a 2,000 bed
cardiac hospital in Cayman Islands the
largest cardiac hospital in the world
and Cayman Islands is a 60 minute flight
from Miami to attend to the American
patients at 40% of the cost that we pay
here reverse innovation is not optional
it is oxygen it is the very oxygen which
will fuel future growth for American
companies in America if America has to
remain strong we have to be as curious
about the problems of people in poor
countries as we are about the problems
of people in rich countries
reverse innovation represents the most
significant growth opportunity for
America our American corporations ready
thank you
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