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

摘要

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.
源语言英语
出版商Palgrave Macmillan
页数163
版本1st ed
ISBN(印刷版)9781137543530
出版状态已出版 - 1 1月 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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