Scaling the Tail: Managing Profitable Growth in Emerging Markets
Business & Finance, Economics, International Economics, Marketing & Sales
| Author: | Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove | ISBN: | 9781137538598 |
| Publisher: | Palgrave Macmillan US | Publication: | December 17, 2015 |
| Imprint: | Palgrave Pivot | Language: | English |
| Author: | Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove |
| ISBN: | 9781137538598 |
| Publisher: | Palgrave Macmillan US |
| Publication: | December 17, 2015 |
| Imprint: | Palgrave Pivot |
| Language: | English |
This book presents a framework for a different type of profitable growth for multinational companies in emerging markets: "scaling the tail." This model focuses on specialized market niches, flanking particular segments and product-categories, developing deeply nuanced localization strategies, and installing supportive management systems.
This book presents a framework for a different type of profitable growth for multinational companies in emerging markets: "scaling the tail." This model focuses on specialized market niches, flanking particular segments and product-categories, developing deeply nuanced localization strategies, and installing supportive management systems.
