Abstract
There is no lack of prefixes for a term innovation in innovation discourse. Concepts of frugal innovation and reverse innovation have emerged recently and there are already several hallmark examples of them. However, extant academic literature on these concepts is still quite limited. The purpose of this article is to analytically study these concepts by investigating their in the innovation landscape. We present a conceptual framework that combines drivers behind these concepts. We also discuss future research avenues to enrich our understanding of these seemingly important topics.
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