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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.
Author Biography
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.
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