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
Format
Hardback
Publisher
Palgrave Macmillan
Country
United Kingdom
Published
6 August 2015
Pages
163
ISBN
9781137543530

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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