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best_practices:long_tail [2012/05/09 17:00]
j.schmidt [Literature References]
best_practices:long_tail [2012/05/09 15:04] (current)
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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.
  
  
best_practices/long_tail.1336575646.txt.gz · Last modified: 2012/05/09 15:00 (external edit)