Advertisement

Scaling the Tail: Managing Profitable Growth in Emerging Markets

  • Authors
  • Seung Ho Park
  • Gerardo R. Ungson
  • Andrew Cosgrove

Table of contents

  1. Front Matter
    Pages i-xv
  2. What Distinguishes Emerging Markets Today?

    1. Front Matter
      Pages 1-1
    2. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 2-9
    3. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 10-18
  3. Scaling the Tail: New Templates

    1. Front Matter
      Pages 19-19
    2. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 20-29
    3. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 30-43
  4. The “P-E-C” Framework

    1. Front Matter
      Pages 44-44
    2. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 45-50
    3. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 51-66
    4. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 67-90
    5. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 91-107
    6. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 108-119
    7. Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove
      Pages 120-126
  5. Back Matter
    Pages 127-163

About this book

Introduction

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.

Keywords

Asia Emerging Markets growth management retailing

Bibliographic information