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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Economics Economic growth

• Plný název: Scaling the Tail: Managing Profitable Growth in Emerging Markets
• Autor: Seung-ho Park, Gerardo R. Ungson, Andrew Cosgrove
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 163
• EAN: 9781137543530
• ISBN: 1137543531
• ID: 09380398
• Nakladatelství: Palgrave Macmillan
• Hmotnost: 368 g
• Rozměry: 226 × 146 × 21 mm
• Datum vydání: 06. August 2015

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