Innomerge - uptime Business Models, Frugal and Reverse Innovation for Emerging Markets

Development of new business models for selling trucks on emerging markets. This project addresses the challenges related to selling trucks in emerging markets, where the local transport industry typically is entrepreneurial and innovative but also fragmented with a high expectation on short return on investment. Many of the premium truck solutions successfully developed for mature markets need to be re-designed for the emerging markets. The solutions need to be redesigned both with regard to the technology content but also, perhaps more important, with regard to how the solutions are offered to the market. A profound understanding of the business conditions in emerging markets will be necessary for developing suitable solutions. The study market of this project is India and the main focus of the project is to understand the business conditions for selling trucks in India. In more detail, the project focuses on developing business models for selling “uptime offerings”, which include maintenance and service concepts, and how to develop and adapt them to the requirements of the local end customers.


Frida Lind (contact)

Docent at Technology Management and Economics, Industrial Marketing


Halmstad University

Halmstad, Sweden

Volvo Technology

Gothenburg, Sweden



Funding years 2012–2014

Related Areas of Advance and Infrastructure


Area of Advance

Sustainable Development

Chalmers Driving Force

More information

Project Web Page at Chalmers

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