Long Tail
The concept examines the term long tail and identifies important factors leading to it. It has been created to help business professionals to better understand how to identify the extent of the tail, analyse its composition and determine the best approach to managing it.
Technique Overview
Long Tail Definition
The long tail "occurs in the almost limitless market of supply and demand that has been opened by online retailing. In this market, the lack of physical or local restrictions allows retailers to focus on and generate significant revenue from the less popular items in their catalogues" (Simchi-levi, 2010:24).
Long Tail Description *
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Business Evidence
Strengths, weaknesses and examples of Long Tail *
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Business Application
Implementation, success factors and measures of Long Tail *
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Professional Tools
Long Tail videos and downloads *
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Further Reading
Long Tail web and print resources *
Long Tail references (4 of up to 20) *
- Anderson, C. (2007) The Long Tail: How Endless Choice is Creating Unlimited Demand. Random House Publishing, London.
- Brynjolfsson, E., Hu, Y. and Smith, M.D. (2006) From Niches to Riches: The Anatomy of the Long Tail, Sloan Management Review, Vol. 47 (4), pp. 67-71.
- CIPS: A strategic approach to defining a tail.
- Curran, K., McCartney, D. and Elder, K. (2006) The Power of Long Tail. Journal of Information Technology Impact, Vol.6 (3), pp.129-134.
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