Scaling the Tail: Managing Profitable Growth in Emerging Markets
Managing Profitable Growth in Emerging Markets| By: | Seung Ho Park; Gerardo R. Ungson; Andrew Cosgrove |
| Publisher: | Springer Nature |
| Print ISBN: | 9781137543530 |
| eText ISBN: | 9781137538598 |
| Edition: | 0 |
| Copyright: | 2015 |
| Format: | Reflowable |
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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.