Recommendations

Seung Ho Park, Gerardo R. Ungson and Andrew Cosgrove

Chapter 10 in Scaling the Tail: Managing Profitable Growth in Emerging Markets, 2015, pp 120-126 from Palgrave Macmillan

Abstract: 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.”

Keywords: Product Category; Traditional Belief; Proactive Approach; Mass Consumption; Local Competitor (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-53859-8_10

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DOI: 10.1057/9781137538598_10

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