Books

Home wins

D. Murali | Updated on April 20, 2012

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The sales target for Krish, a new tractor that Deere & Company launched in India, was 2,350. It was already a ‘stretch' goal for the first four months, but the sales crossed 2,500.

How so? Because Krish had won solid customer acceptance, observe Vijay Govindarajan and Chris Trimble in Reverse Innovation: Create far from home, win everywhere (Harvard). Several elements of the effort stood out, they add.

“The exhaustive front-end customer research phase (reminiscent of P&G's development of the Naturella concept); the primacy of cost as a constraint; the accelerated and overlapping design cycles; the development of multiple solutions in parallel; and the continuing involvement of customers.”

The book informs that the company has since applied the Krish product-development model to other projects in India, China, and other emerging markets. For instance, a new utility tractor for the Chinese market has appropriated some Krish-style elements. “Further, Deere designated India as the global centre of excellence for utility tractor development and manufacturing.”

Insightful case studies.



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Published on April 20, 2012

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