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Seung Ho Park
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Gerardo R. Ungson
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Andrew Cosgrove
pubblicato da
Palgrave Macmillan US
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.
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