Scaling the Tail: Managing Profitable Growth in Emerging Markets

Park, Seung Ho; Ungson, Gerardo R.; Cosgrove, Andrew

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.

Details

Published by: Palgrave Pivot

Publication Date: 2015-08-06

Format: Hardcover

ISBN-13: 9781137543530

DOI: 10.1057/9781137538598

Dimensions: 216cm x140cm

Pages: 163