This chapter provides a comprehensive understanding of the reverse innovation phenomenon, its
underlying logics, associated challenges and potential future. We start tackling the peculiarity and
scope of reverse innovation, by presenting existing yet confusing literature on the topic. We then
refine the concept, thanks to an original analytical grid: if reverse innovation always incorporates
a geographical diffusion process, it often also encompasses an evolution in the strategic target of
innovation. Two versions of reverse innovation are thus pinpointed, and their respective managerial
challenges discussed. In a concluding part, we broaden the perspective and put reverse innovation
into the very context of global innovation management (and its evolution), in order to question
reverse innovation potential persistency through time.
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