Winning the innovation game in emerging markets

Purpose This paper aims to provide advanced market managers in Europe, the USA or Japan with a long-term framework prepare for and seize emerging innovation opportunities. Design/methodology/approach is based on eight years of studying opportunities, how them them. study mainly draws experiential learning automotive sector, particularly China. Findings The details strategic co-evolution firms, governments, customers competitors through four stages innovation. Emerging markets such as China India at different stages, depending national context development well particular context. Research limitations/implications research primarily cases sector. Challenging ongoing assumption superior innovation, this contributes insights new world order invest Practical implications helps identify stage they are in, It provides insights, helping anticipate moves countermoves by governments competitors, rapidly shifting needs customers. Originality/value four-stage brings together clear big picture. conditions success even bigger picture firms drawing their 3 4 accelerate renewal core business.