BusinessHonda Super Cub Shows How to Design for Global Markets
The Honda Super Cub exemplifies a successful approach to designing products for global markets, especially emerging economies. Instead of selling premium items to a few wealthy consumers or merely cutting costs, companies should create high-performance, affordable products. Amos Winter and Vijay Govindarajan outline a three-stage framework in their book Global by Design to develop products that serve emerging markets and disrupt wealthier ones.
Harvard Business Review·


