TY  - BOOK
AU  - Park,Seung Ho
AU  - Ungson,Gerardo R.
AU  - Cosgrove,Andrew
ED  - SpringerLink (Online service)
TI  - Scaling the Tail: Managing Profitable Growth in Emerging Markets
SN  - 9781137538598
AV  - HD62.4-62.45 
U1  - 658.049 
PY  - 2015///
CY  - New York
PB  - Palgrave Macmillan US, Imprint: Palgrave Pivot
KW  - International business enterprises
KW  - Marketing
KW  - Asia-Economic conditions
KW  - Economic sociology
KW  - Development economics
KW  - International economics
KW  - International Business
KW  - Asian Economics
KW  - Organizational Studies, Economic Sociology
KW  - Development Economics
KW  - International Economics
N2  - 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
UR  - https://s443-doi-org.br.lsproxy.net/10.1057/9781137538598
ER  -