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Scaling the Tail : Managing Profitable Growth in Emerging Markets (Hardcover) (Seung Ho Park & Gerardo
About this item
This book discusses the pitfalls of traditional scaling methods and presents a framework for a different type of profitable growth for multinational companies in emerging markets: "scaling the tail." By extending more recent advances in value-distribution, in which peripheral sales (those in the "tail") outnumber traditional mass-sales (those in the center of any distribution), the authors provide fine-grained insights into how multinational firms in the consumer goods and retailing sectors in emerging markets focus on specialized market niches using high-end brands, flanking particular segments and product-categories, developing deeply nuanced localization strategies, and installing supportive management systems. These findings are based on in-depth field interviews, along with a survey of 253 managers in 10 countries, conducted under the auspices of a collaborative Ernst and Young team and the Economist Intelligence Unit.
Number of Pages: 163
Genre: Business + Money Management
Sub-Genre: International / Marketing, Development / Business Development, Strategic Planning
Publisher: Palgrave Macmillan
Author: Seung Ho Park & Gerardo R. Ungson & Andrew Cosgrove
Street Date: August 6, 2015
Item Number (DPCI): 248-01-4338
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