Frugal innovation is a way that companies can create high quality products with limited resources once the preserve of firms in poor markets western companies are now seeking ways to appeal to cost conscious and environmentally aware consumers at home with an estimated trillion dollar global market for frugal products and with potentially huge cost savings to be gained frugal innovation . In a new book frugal innovation how to do more with less navi radjou a consultant and jaideep prabhu an academic at cambridge universitys judge school of business reassure readers . Frugal innovation if the word frugal brings to your mind scenes related to poverty think again this book is all about how to build quality product and services by using less resources and doing do in a sustainable manner the authors have done a really good job of using case studies from emerging economies such as india china and kenya. With the cost of rd increasing year on year it is important for pharmaceutical companies to keep a focus on ensuring positive returns from investment in rd and innovation ifrugal innovation i is a timely book that provides insightful and practical guidance to firms trying to do more with less stephen mayhew head rd strategy
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