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Harvard Says The Long Tail Is Really Short

By Reshma Kumar at July 02, 2008 0 Comments

theAccording 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.

  1. The Shape of Consumption
  2. A Taste for Obscurity?
  3. Implications for Strategy
  4. Advice to Producers
  5. Advice to Retailers
  6. Who Will Prosper?

Related: Turning The Long Tail Into The Big Tail

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