Advertisement

© 2015

Scaling the Tail: Managing Profitable Growth in Emerging Markets

  • Authors
Book

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

About the authors

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.

Bibliographic information

Industry Sectors
Finance, Business & Banking

Reviews

"Creative, bold and contrarian. Scaling the Tail up-ends conventional wisdom about how to succeed in emerging markets and offers a fresh new formula for profitable growth." - Peter Williamson, Hon. Professor of International Management, University of Cambridge, UK

"This book brilliantly explains the strategy and practice of 'profitable growth,' providing the details about its implementation and myriad examples from the emerging economies. No company can ignore its recommendations in this hyper-competitive environment." - Mauro F. Guillén, Zandman Professor and Director of the Lauder Institute at the Wharton School, USA

"A timely sequel to Rough Diamonds: Park, Ungson, and Cosgrove have detailed a new roadmap for both multinationals and local stalwarts to compete more effectively in emerging markets. I highly recommend this book because these authors are the thought leaders for identifying what is happening in emerging markets, and they understand the dynamic nature of the emerging market environments." - Marjorie A. Lyles, President, Strategic Management Society and OneAmerica Chair Professor, Indiana University Kelley School of Business, USA

"As a leader in global consumer goods industry, we have firsthand experience with the pressures of sustaining growth in an increasingly competitive global marketplaces. Scaling the Tail clearly illustrates the key strategies and actions that multinational firms can take to ensure that they are in the group of high-performers in emerging markets." - Ehab Abou Oaf, Asia Pacific President, Mars Chocolate

"Timely . . . relevant . . . and engaging . . . Scaling the Tail will challenge well-weathered beliefs about emerging markets and present new requirements and templates for profitable growth." - Keun Hee Park, Vice Chairman, Samsung Group