Emerging market multinationals (EMMs) are becoming leaders in their industries, able to compete on equal terms with firms from advanced economies, but their paths toward global leadership are not always smooth. This book examines specific challenges faced by EMMs as they seek to develop their international operations and proposes actionable solutions for them. The authors seamlessly combine academic analyses with a rich selection of real-world cases to provide a clear framework for understanding some of the barriers that prevent firms from emerging economies from succeeding abroad and show readers what actions can be taken to achieve sustained international growth. 

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

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. "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, Professor of International Management, University of Cambridge, UK

The objective of this book is two-fold, with an initial focus on the opportunities and challenges of doing business in East Asia that includes tactics to help readers understand Asian economies and business practices and compete more successfully in the region. ​Secondly, the book seeks to teach readers how the U.S. can learn from East Asia in revitalizing its own economy. This is what sets the book apart as it analyzes the social institutions in ​major Asian countries, including the political, economic, and cultural institutions, and then compares them with the institutions in the U.S., identifying the strengths and weaknesses of U.S. institutions and providing strategic and policy recommendations that may help the U.S. economy and American firms compete in the global marketplace.