Abstract
Mass markets in emerging economies are considered to be the largest untapped markets on earth with substantial business opportunities. Emerging economies are characterized by weak institutional context. How to manage the institutional challenge to innovate remains largely unexplored in the literature. Focusing on the product innovation for India’s masses with the creation of indigenous digital telecom switches by C-DoT, our analysis reveal the sheer importance of visionary leadership and institutional entrepreneurship to achieve innovations with required affordability and acceptability criteria. The lesson from this case study has significant implications for managers of aspiring companies intending to serve emerging markets.
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