Scaling the Tail: Managing Profitable Growth in Emerging Markets

• Author(s): Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove,
• Publisher: Springer
• Pages: 163
• ISBN_10: 1137538597
  ISBN_13: 9781137538598
  
• Language: en
• Categories: Business & Economics / International / General , Business & Economics / Marketing / General , Business & Economics / Economics / General , Social Science / Sociology / General , Business & Economics / Development / General , Business & Economics / International / Economics & Trade , Business & Economics / General , Business & Economics / Sales & Selling / General , Business & Economics / Labor / General , Business & Economics / Development / Economic Development ,

Description:... 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.