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/P235/2015Author 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.Fingerprint
Dive into the research topics of 'Scaling the tail : managing profitable growth in emerging markets'. Together they form a unique fingerprint.Cite this
Park, S. H., Ungson, G. R., & Cosgrove, A. (2015). Scaling the tail : managing profitable growth in emerging markets. (1st ed ed.) Palgrave Macmillan.