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

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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.

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Scaling the tail : managing profitable growth in emerging markets

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