Scaling the tail : managing profitable growth in emerging markets

Seung Ho Park (Participant Author), Gerardo R. Ungson (Participant Author), Andrew Cosgrove (Participant Author)

科研成果: 书/报告专著


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.
出版商Palgrave Macmillan
版本1st ed
已出版 - 1 1月 2015

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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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