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 (Participant Author), Gerardo R. Ungson (Participant Author), Andrew Cosgrove (Participant Author)

Strategy

Research output: Book/Report › Monograph

Abstract

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.

Original language	English
Publisher	Palgrave Macmillan
Number of pages	163
Edition	1st ed
ISBN (Print)	9781137543530
Publication status	Published - 1 Jan 2015

Call number

658.049/P235/2015

Author information

Seung Ho Park is a Professor of Strategy at China Europe International Business School, China. Gerardo R. Ungson is Y.F. Chang Endowed Chair Professor of International Business at the College of Business, San Francisco State University, USA. Andrew Cosgrove is a Global Lead Analyst at Ernst & Young, UK.

OpenUrl availability

Full text

Cite this

@book{94107a3ad97343ae8c949ba704160651,

title = "Scaling the tail : managing profitable growth in emerging markets",

abstract = "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.",

author = "Park, {Seung Ho} and Ungson, {Gerardo R.} and Andrew Cosgrove",

year = "2015",

month = jan,

day = "1",

language = "English",

isbn = "9781137543530",

publisher = "Palgrave Macmillan",

edition = "1st ed",

}

TY - BOOK

T1 - Scaling the tail : managing profitable growth in emerging markets

AU - Park, Seung Ho

AU - Ungson, Gerardo R.

AU - Cosgrove, Andrew

PY - 2015/1/1

Y1 - 2015/1/1

N2 - 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.

AB - 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.

M3 - Monograph

SN - 9781137543530

BT - Scaling the tail : managing profitable growth in emerging markets

PB - Palgrave Macmillan

ER -

Scaling the tail : managing profitable growth in emerging markets

Abstract

Call number

Author information

OpenUrl availability

Fingerprint

Cite this