Scaling the Tail: Managing Profitable Growth in Emerging Markets
ISBN:
9781137543530
Auflage:
1st ed. 2015
Verlag:
Palgrave Macmillan US, Palgrave Pivot
Land des Verlags:
Vereinigte Staaten
Erscheinungsdatum:
06.08.2015
Format:
Hardcover
Seitenanzahl:
163
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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.
Schlagwörter
Biografische Anmerkung
Author Seung Ho Park: Seung Ho Park is a Professor of Strategy at China Europe International Business School, China.
Author Gerardo R. Ungson: Gerardo R. Ungson is Y.F. Chang Endowed Chair Professor of International Business at the College of Business, San Francisco State University, USA.
Author Andrew Cosgrove: Andrew Cosgrove is a Global Lead Analyst at Ernst & Young, UK.
