Scaling the tail: managing profitable growth in emerging markets
Auteur :
Park, Seung Ho / Ungson, Gerardo R. / Cosgrove, Andrew
Éditeur :
Palgrave Macmillan
ISBN :
9781137543530
Date de publication :
6 août 2015
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.