The concept of reverse innovation got its start as global firms moved away from viewing innovation as a "home market" activity that creates new products and services for distribution to "foreign markets."

Reverse Innovation

Innovation that comes from lower organizational levels and is found in diverse settings or locations.

Global Firms

Companies that operate and offer products or services in multiple countries across the world, transcending national boundaries.

Foreign Markets

Commercial markets or trading arenas outside a company's country of operation where goods, services, and securities are bought and sold.