Reduction or revaluing in cost constrained design? -reverse innovation conceptualized

Where construction research and practice are ripe with examples of cost overrun, it rest predominantly with practical accounts when it comes to systematic reductions in functionality and other aspects of  building design to avoid scope and cost creep. Research on such systematic reductions are rare.An emerging research literature on reverse innovation propose ways to understand such efforts. The rise of developing countries as emerging markets triggered a geographically oriented notion of reverse innovation denoting a product or service developed in a developing country and later introduced in an advanced country. However second generation definitions include reverse innovation with reduced cost and pricing, but also new values of the product or service addressing potential clients in a new way.As most reverse innovation examples are simple consumer products there is a potential in addressing more complex built products to commence conceptualizing processes and practices of reverse innovation in building, promising access to markets where high end complex build products otherwise cannot enter.The aim is to explore a possible conceptualization of reverse innovation of complex built product and gather insights of reverse innovation processes from praxis cases.The cases of reverse innovation exhibits different features and processes, Where the precedent reverse innovation literature tend to dismiss reduction strategies with departure at a high end product, this practice appear to be recurrent in construction. Once faced with a potential, estimated cost overrun some building designers would follow an ad hoc strategy of reduction in functionality until the cost target is reached. This can lead to a “cut across areas – cut one area out” dilemma. But also to more proactive strategies such as offshoring of design work, shift of suppliers, global sourcing, and international expansion. Research proposals and managerial implication are presented.