Friday, July 04, 2008

WebGuild: Harvard Says The Long Tail Is Really Short

"According to Harvard associate professor Anita Elberse the The Long Tail popularized by Chris Anderson is flawed. It was a compelling idea: In the digitized world, there’s more money to be made in niche offerings than in blockbusters. The data tell a different story. The report analyzes the implications for retailers and marketers and how they can prosper from the phenomenon.
The Shape of Consumption
A Taste for Obscurity?
Implications for Strategy
Advice to Producers
Advice to Retailers
Who Will Prosper?"

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