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Reverse Innovation Survey

This survey intend to measure the practice of Reverse Innovation in companies.
Welcome to the GLORAD survey on Reverse Innovation!
Thank you for agreeing  to take part in this important survey measuring Reverse Innovation in your company. Your answers will enhance the knowledge on innovation practices today and will allow us to build a global report on the subject. You will be offered to receive this report afterwards. 
This survey should only take 5-10 minutes to complete. Be assured that all answers you provide will be kept in the strictest confidentiality.
There are 12 questions in this survey.
Company's attributes
(This question is mandatory)
What is the industrial sector of  your company?
(This question is mandatory)
How many employees does your company have?
(This question is mandatory)
Where is your company's home country (i.e. the global head office of the ultimate controlling company)?
(This question is mandatory)

What percentage of your R&D ressources is located outside of your company's home country?

(This question is mandatory)
In what countries?
Reverse Innovation Data
(This question is mandatory)

An innovation is called reverse when it is first developed for and adopted in the developing world (Developing or Emerging Markets) before “spreading” to the industrial world (Advanced Markets).

A popular example is an ultrasound machine developed by General Electric:

« Because China’s poorly funded rural clinics couldn’t afford the company’s sophisticated ultrasound machines, a local team built a cheap, portable ultrasound out of a laptop equipped with special peripherals and software. It not only became a hit in China but jump-started growth in the developed world by pioneering applications for situations where portability is critical, such as at accident sites.» Source: Harvard Business Review, 2009

Does your company practice reverse innovation?

For the purpose of this study, Advanced Markets are: Australia, Austria, Belgium, Canada, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hong Kong (SAR), Iceland, Ireland, Israel, Italy, Japan, Korea, Luxembourg, Malta, Netherlands, New Zealand, Norway, Portugal, Singapore, Slovak Republic, Slovenia, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States.

All other countries are considered as Developing or Emerging Markets


(This question is mandatory)

It exists another more inclusive definition of Reverse Innovation.

If we consider that any innovation is composed of 4 main stages:

  1. Ideation
  2. Development
  3. First market 
  4. Second market

then each stage can happen either in the company's home country (an Advanced Market, e.g. Switzerland) either in a Developing (or Emerging) Market (e.g. in China).

If the letter A designates an Advanced Market and D a Developing (or Emerging) Market, the following sequences (representing the 4 stages descibed above) can be considered as Reverse Innovations: 

  S1 S2 S3 S4 S5 S6 S7 S8 S9 S10
Ideation A D D D D A A A D D
Development D A D D D A D D A A
First Market D D A A D D A A A A
Second Market A A D A A A A D A D

For example, in sequence 1 (S1), the new product has been thought of in Switzerland, developed in the Chinese R&D center and first introduced in the Chinese market before being brought back in the French and Swiss markets.

According to this definition, do you think that your company practice Reverse Innovation?

(This question is mandatory)
For how long have you been practicing Reverse Innovation?
(This question is mandatory)
What is the proportion of Reverse Innovation over all your innovation projects?
(This question is mandatory)
Dou you think that reverse innovation is more likely to fail than non Reverse Innovation?
(This question is mandatory)
Why do you think a Reverse Innovation could fail? 
(This question is mandatory)
What are the main advantages (added value) of practicing Reverse Innovation for your company?