Park / Ungson / Cosgrove Scaling the Tail: Managing Profitable Growth in Emerging Markets

1. Auflage 2015
ISBN: 978-1-137-53859-8
Verlag: Palgrave Macmillan US
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 163 Seiten, eBook

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.

Zielgruppe

Research

Autoren/Hrsg.

Park, Seung Ho

Ungson, Gerardo R.

Cosgrove, Andrew

Über Autor(innen)

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.