Strategy, Enterprise and Innovation

Our PhD students

Awwad Alshammari

  • Role Title: PhD student
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE
  • Telephone: tbc
  • Email:
  • Department: Strategy, Enterprise and Innovation
  • Faculty: Portsmouth Business School


Nationality:           First Supervisor: Dr Chris Simms, Second Supervisor: Professor Paul Tott    Year of graduation: 2019

Uncovering the relationship between frugal and reverse innovation: A case study of Saudi Ceramics

The broader aim of this research is to contribute and advance the current understanding of frugal innovation and reverse innovation within the context of a selected small and medium organisation. To understand the relationship between the two innovations, this research is based on Saudi Ceramics; specifically, the overall aim is to evaluate and uncover the relationship between frugal and reverse innovation within Saudi Ceramics in the Kingdom of Saudi Arabia (KSA). In this regards, the analysis conducted over previous studies, emphasise on the fact that if companies in developing and emerging countries are able to develop and maintain a substantial correlation between frugal and reverse innovation, it will also enable them to improve their global presence, capture more market shares, increase economic performance, sustain business growth, and create new opportunities to launch new products (Govindarajan, 2012; Govindarajan & Trimble, 2012; Mukerjee, 2012; Immelt, Govindarajan, & Trimble, 2009; Radjou, Prabhu, & Ahuja, 2012; Rao, 2013). Although previous studies maintain that most firms belonging to the bottom of the pyramid strategies failed because they underestimated the gaps between existing consumers in developed countries and potential customers in these countries following the bottom of the pyramid strategy (Angot & Ple, 2015; Nair, Guldiken, Fainshmidt, & Pezeshkan, 2015; Brian, 2014; Arasaratnam & Humphreys, 2013).

It has been realised through careful consideration of the existing research that more research in developing countries pertaining to frugal innovation and reverse innovation can be done. Especially, in the gulf region whereby most of the countries are considered to be developing such as Saudi Arabia. The focus of attention given to the gulf region and Saudi Arabia in particular is due to the personal understanding of the region, customs and business mentality. What makes this research interesting is the difference of ways used to achieve business, although the basics may remain the same, however implementation of these are observed to be far from similar. Hence why the need of researching how frugal and reverse innovation benefits the existing businesses in Saudi Arabia. It is hoped that the findings of this research would help the businesses to understand and greatly improve product innovation.