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The emerging BRICs are partially changing the "demand" side of innovation. Instead of simply producing (or engineering) products targeted to the needs of developed countries, Indian companies are now rolling out a number of products targeted to the needs of the country. Journalists have come up with the term "Indovation". Scholars and managers might start questioning whether this might change the way technological trajectories emerge.

India is the only place in the world where you can find huge amounts of engineering graduate recruits. Companies from all over the world are flocking there not only for offshoring menial engineering work, but also for innovation and R&D centers working on important projects "end-to-end". This is not only because labor is available and relatively cheap, but also because this is the way to come up with the products needed by developing countries... which are the only ones where sales growth is likely to occur over the next years

An interesting interview with Dr Robert Cooper, senior consultant to Fortune 500 firms and top scholar in the field of innovation management. Today markets in many countries and industries are flat and increasingly commoditized, gains in market shares are expensive and acquisitions often don't work. In addiction, even traditional product development (for most companies, this means line extensions, improvements and product modifications) seems depleted, and only serves to maintain market share. For R. Cooper, the answer is "true innovation - breakthrough products, services and solutions - that create growth engines for the future and some examples, such as Apple's IPod, are often cited."

I clienti continuano a chiedere più valore a costi sempre inferiori. Molte aziende, tuttavia, stanno esaurendo la capacità di risparmiare attraverso le misure più tradizionali di taglio dei costi. la soluzione è combinare queste misure con attività di progettazione e sviluppo, facendo leva su un'innovazione di prodotti e servizi orientata a costi per generare nuovi flussi di crescita profittevole.