Scaling the Tail: Managing Profitable Growth in Emerging Markets

Author Seung Ho Park: Seung Ho Park is a Professor of Strategy at China Europe International Business School, China.Author Gerardo R. Ungson: Gerardo R. Ungson is Y.F. Chang Endowed Chair Professor of International Business at the College of Business, San Francisco State University, USA.Author Andrew Cosgrove: Andrew Cosgrove is a Global Lead Analyst at Ernst & Young, UK.

"Creative, bold and contrarian. Scaling the Tail up-ends conventional wisdom about how to succeed in emerging markets and offers a fresh new formula for profitable growth." - Peter Williamson, Hon. Professor of International Management, University of Cambridge, UK "This book brilliantly explains the strategy and practice of 'profitable growth,' providing the details about its implementation and myriad examples from the emerging economies. No company can ignore its recommendations in this hyper-competitive environment." - Mauro F. Guillen, Zandman Professor and Director of the Lauder Institute at the Wharton School, USA "A timely sequel to Rough Diamonds: Park, Ungson, and Cosgrove have detailed a new roadmap for both multinationals and local stalwarts to compete more effectively in emerging markets. I highly recommend this book because these authors are the thought leaders for identifying what is happening in emerging markets, and they understand the dynamic nature of the emerging market environments." - Marjorie A. Lyles, President, Strategic Management Society and OneAmerica Chair Professor, Indiana University Kelley School of Business, USA "As a leader in global consumer goods industry, we have firsthand experience with the pressures of sustaining growth in an increasingly competitive global marketplaces. Scaling the Tail clearly illustrates the key strategies and actions that multinational firms can take to ensure that they are in the group of high-performers in emerging markets." - Ehab Abou Oaf, Asia Pacific President, Mars Chocolate "Timely ... relevant ... and engaging ... Scaling the Tail will challenge well-weathered beliefs about emerging markets and present new requirements and templates for profitable growth." - Keun Hee Park, Vice Chairman, Samsung Group

• Foreword Acknowledgements 1. Introduction 2. Rethinking Conventional Models 3. Problematique 4. New Logics-Scaling the Tail 5. The Diagnostic 'P-E-C' Framework 6. Positioning Firms for Profitable Growth 7. Defining the Drivers of Profitable Growth 8. Co-Aligning Strategies with Management Systems 9. A Synthesis of Our Findings 10. Recommendations Appendices I. Participants In The Field Study II. Survey Questionnaire III. Survey Demographics IV. Analysis Of Foreign Firms In Asia: Consumer And Retailing Sectors Endnotes Bibliography Index About the Authors