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"in2english" as an innovative and effective multimedia English language learning and teaching website came about through a creative partnership between the British Council (BC), the British Broadcasting Corporation (BBC), China Central Radio and Television University (CCRTVU) and CRTVU-Online Distance Educational Technology Limited (CRTVU-Online). As a cooperative endeavor it combines British expertise in English teaching and development of online materials with CCRTVU's knowledge and experience of the English learning environment in China as well as expertise in ICT and development of online materials. At its inception many of the website's features were innovative and cutting edge. The free website goes beyond text and makes extensive use of multimedia. Since its launch on 5th November 2002 the website has welcomed nearly 10 million unique visitors, visited 18 million times, from its target audience of business people, English teachers, young professionals and their children. During five years of development "in2english" has evolved into a highly interactive community. "myin2english", a personalized feature, helps foster the learners' participation and ventures into the world of mobile learning highlight its continuing commitment to innovation. However, it is also a time to reflect on the lessons learned about Chinese learners' attitude to online learning. A retrospective and critical approach is needed to see how far we have come, how creative and innovative we are now and how we should proceed in the future.

The purpose of this paper is to identify a useful taxonomy of frugal innovation (FI) applied to women-led family businesses in rural communities in Oaxaca, Mexico when confronted with disruptive situations such as the recent COVID-19 pandemic, thus achieving a greater understanding of FI in this context to provide these businesses with strategies that allow them to face crises more effectively.

The study was cross-sectional and quantitative. A scale was developed and applied to 160 family businesses run by women and located in four rural communities in Oaxaca, Mexico. A review of the literature from the period of 2018–2024 made it possible to identify the essential characteristics of FI.

Through an exploratory factorial analysis, four types of FIs were identified: new production and marketing models, new methods of operation, new financing methods and new organizational methods. Using a discriminant analysis to establish the functionality of the identified FIs, the authors found that shifting to new financing and organizational methods was more important for the survival of family businesses in times of crisis.

This study highlights the forms of FI that develop in small family businesses led by women; this is important for the survival of the family and the business. The research highlights innovation challenges and opportunities for women entrepreneurs in the global south.