Scaling the Tail: Managing Profitable Growth in Emerging Markets
Seung Ho Park,Gerardo R. Ungson,Andrew Cosgrove
Scaling the Tail: Managing Profitable Growth in Emerging Markets
Seung Ho Park,Gerardo R. Ungson,Andrew Cosgrove
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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.
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