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Recommendations

In: Scaling the Tail: Managing Profitable Growth in Emerging Markets

Author

Listed:
  • Seung Ho Park
  • Gerardo R. Ungson
  • Andrew Cosgrove

Abstract

This chapter presents our recommendations for multinational corporations operating in emerging markets with implications for profitable growth: (1) focus on product categories; (2) distinguish between the traditional emphasis on mass consumption based on logic of manufacturing cost strategy to marketing and merchandising that is based on the logic of ifferentiation; (3) do not interpret localization narrowly as product refinements; it is a learning process that incorporates product adaptation, attention to nascent preferences of a targeted segment, and a proactive approach to developing local talent; (4) go beyond the traditional belief of simply hiring locals. Successful firms train and develop them; and (5) to manage profitable growth in the future, develop a systemic strategy for identifying growth segments and exploring opportunities for “scaling the tail.”

Suggested Citation

  • Seung Ho Park & Gerardo R. Ungson & Andrew Cosgrove, 2015. "Recommendations," Palgrave Macmillan Books, in: Scaling the Tail: Managing Profitable Growth in Emerging Markets, chapter 10, pages 120-126, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-53859-8_10
    DOI: 10.1057/9781137538598_10
    as

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