Raftul cu initiativa Book Archive


Scaling the Tail: Managing Profitable Growth in Emerging by Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove

By Seung Ho Park, Gerardo R. Ungson, Andrew Cosgrove

This ebook provides a framework for a unique form of ecocnomic progress for multinational businesses in rising markets: "scaling the tail." This version makes a speciality of really good marketplace niches, flanking specific segments and product-categories, constructing deeply nuanced localization ideas, and fitting supportive administration structures.

Show description

Read Online or Download Scaling the Tail: Managing Profitable Growth in Emerging Markets PDF

Best marketing books


We're in an age of data overload, and an excessive amount of of what we watch, listen and skim is unsuitable, deceitful or perhaps risky. but you and that i can take keep watch over and make media serve us -- we all -- by means of being energetic shoppers and individuals. Here's how.

Internationales Marketing-Management

Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Management wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich das strategische internationale advertising, den internationalen Einsatz des Marketing-Instrumentariums, das internationale Marketing-Controlling, die internationale Marketing-Organisation sowie das Human source administration in overseas tätigen Unternehmen.

Global Marketing: Foreign Entry, Local Marketing, and Global Management, 5th Edition

Johansson’s worldwide advertising, 5/e makes use of a three-pronged framework to prepare the dialogue of ways to behavior worldwide company: overseas access, neighborhood advertising, and international administration. Johansson seeks to boost the various abilities a advertising supervisor has to be winning in each one of those initiatives. In international access, in international administration, and to a wide quantity while an area marketer abroad, the worldwide marketer wishes abilities that the house makes experience-or the normal advertising text-have hardly ever taught.

Extra resources for Scaling the Tail: Managing Profitable Growth in Emerging Markets

Example text

4 In Ohmae’s conception, the variations out of the standard transistor radio manufactured by Sony Corp. gave rise to televisions, cameras, computers, and various peripherals. Perhaps the modern application can be gleaned by the array of new versions of Microsoft’s Windows and other related operating systems. The advantage of product extensions is the familiarity of consumers with the basic brands, which reduces the costs of creating market demand for entirely new products. It is important to note, however, that straddling the curve still centers the application on the main product or brand, even if newer market segments arise from subsequent applications.

The logic of scaling in manufacturing did not translate as well as scaling in marketing or merchandising (retail). What accounts for this misplaced assumption? 14 Without a thorough understanding of the changing trends in competition and consumer tastes, a firm can blindly follow an existing growth strategy that would lead to disappointing market performance. After a second round of field interviews with top managers selected in collaboration with EY, it was apparent that a profound change was underway in emerging markets.

Gale, The PIMS Principles: Linking Strategy to Performance (New York: Free Press, 1987). For a reassessment, see P. Farris, M. J. Moore, and R. Buzzell, The Profit Impact of Marketing Strategy Project: Retrospect and Prospects (Cambridge: Cambridge University Press, 2004). 7 R. D. Buzzell and B. T. Gale, The PIMS Principles. P. Farris, M. J. Moore and R. Buzzell, The Profit Impact of Marketing Strategy Project. Also see F. T. Knickerbocker, “Oligopolistic reaction and multinational enterprise,” International Executive, 1973.

Download PDF sample

Rated 4.52 of 5 – based on 17 votes