아세안 BOP시장 진입을 위한 제품개발전략: Frugal Innovation을 중심으로

초록

In this paper we examine the product development strategy for the entry to ASEAN BOP Market. The BOP market is characterized by the low purchasing power of consumers located at the market. In order to upgrade the purchasing power of consumers of BOP market, it is necessary to develop the innovative products based on frugal innovation. We elucidate the basic principles of product innovation and construct the business model to accommodate the needs of ASEAN BOP market. Frugal innovation is resource-constrained innovation. The basic principles of frugal innovation provides the product with affordability and strong durability and it encourages to develop inclusive products

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