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East Anglia in Business: ‘Frugal innovation’ isn’t just for developing countries

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses frugal innovation and how large and small companies can benefit from it. “Thanks to digital manufacturing (and frugal innovation more generally), many small companies are now able to survive and prosper not only in software and small-scale hardware but also in traditional heavy industrial categories such as automotive,” Jaideep says.

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