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best_practices:long_tail [2012/01/03 16:53]
JUW [The Long Tail]
best_practices:long_tail [2012/05/09 15:04] (current)
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-\\ {{:​best_practices:​long_tail_curve.png|}} 
  
-Figure 1: heads {hits} & tails {niche products} ((Taken from “Das Märchen vom Long Tail”, available at: http://​vox.rhizomicon.com/​2010/​11/​europes-spotify-long-tail-of-music.html)) 
  
-\\ 
  ​====== Theory in Short ======  ​====== Theory in Short ======
  
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  ​====== Implications for Strategy ======  ​====== Implications for Strategy ======
  
-It is undeniable that online commerce has significantly broadened customers’ access to products of all varieties, and the Long Tail theory increasingly influences the development and appraisal of business models, particularly in the media and entertainment sector. However, latest research shows that Andersons’ theory has different consequences for producers and retailers, leading to different strategy advice to both groups((Elberse,​ pp. 41-43)):+It is undeniable that online ​[[:​ecommerce|commerce]] has significantly broadened customers’ access to products of all varieties, and the Long Tail theory increasingly influences the development and appraisal of business models, particularly in the media and entertainment sector. However, latest research shows that Andersons’ theory has different consequences for producers and retailers, leading to different strategy advice to both groups((Elberse,​ pp. 41-43)):
  
 **Producers**\\  ​ **Producers**\\  ​
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 **Retailers**\\  ​ **Retailers**\\  ​
-\\ 1. If the goal is to maintain your heavy customers, extend your assortment with more niche products, as particularly this target group has a strong interest in less popular products.+\\ 1. If the goal is to maintain your heavy customers, extend your assortment with more [[:niche products|niche products]], as particularly this target group has a strong interest in less popular products.
  
  
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 ====== Literature References ====== ====== Literature References ======
  
 +  * Anderson, Chris (2006), "The Long Tail: Why the Future of Business is Selling Less of More", Hyperion, July 11, 2006
   * Anderson, Chris (2007), “The Long Tail - Der Lange Schwanz”, Carl Hanser Verlag, München   * Anderson, Chris (2007), “The Long Tail - Der Lange Schwanz”, Carl Hanser Verlag, München
   * Elberse, Anita (2008, August), “Das Märchen vom Long Tail”, Harvard Business Manager, pp. 32-44   * Elberse, Anita (2008, August), “Das Märchen vom Long Tail”, Harvard Business Manager, pp. 32-44
best_practices/long_tail.1325606031.txt.gz · Last modified: 2012/01/03 15:53 (external edit)