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

Long Tail Strengths *

Long Tail Weaknesses *

Examples of Long Tail *

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Business Application

Long Tail Implementation *

Success Factors of Long Tail *

Measures of Long Tail *

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Professional Tools

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Further Reading

Long Tail Web Resources *

Long Tail 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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