2015 | Book
Scaling the Tail: Managing Profitable Growth in Emerging Markets
Authors: Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
Publisher: Palgrave Macmillan US
2015 | Book
Authors: Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
Publisher: Palgrave Macmillan US
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.