Scaling the Tail
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.
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- 2015 Springer
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