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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.

One of the recent topics (or fads?) in innovation management is associated to "indovation", i.e. the search for low-cost products targeted to emerging markets, and the transfer of these solutions to industrialized countries. Is it an episode? Is is a trend? Is there something deeper that is worth researching and understanding?