Scaling the Tail: Managing Profitable Growth in Emerging Markets
Seung Ho Park; Gerardo R. Ungson; Andrew Cosgrove
Palgrave Pivot
2015
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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.