Should You Invest in the Long Tail

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Retailing Innovations in a Globalizing Retail Market Environment (2011, background): “Special report. lberse, Anita (2008), “Should You Invest in the Long Tail?,” Harvard Business Review, 86 (7/8), 88–96. albraith, Jay R. and Daniel A. Nathanson (1978), Strategy Implementation: The Role of Structure and Process, St. Paul, MN: West. anesan, Shankar, Morris George, Sandy Jap, Robert W.”
The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media (2012, background): “Similarly, Elberse (2008) found that even consumers of obscure niche media devoted most of their attention to more broadly appealing fare.”
Firm Strategies in the "Mid Tail" of Platform-Based Retailing (2011, background): “…and Smith 2000, Pan et al. 2002a), empirically documenting the “long-tail” phenomenon and its implications (Brynjofsson et al. 2003, 2006, Elberse 2008, Tan and Netessine 2009, Tucker and Zhang 2009), and studying the effects of reviews on firm marketing strategies (e.g., Chen and Xie…”