At this point we all know what the concept is. If you don’t, go read other page. Wait, probably if you are reading this you already have experienced the effects of the long tail: mainstream products are no longer king for everything, if information and a digital transaction are in the middle, you probably are looking at a wider offer of goods that before. This blog is a perfect example: products of a business school are not only papers and articles in the press, but also more direct, less structured forms of information diffusion that also have a market. Is not The Wall Street Journal or Harvard Business Review, but maybe is the right product for you. Speed of reaction, flexibility and direct contact with the source are your choices, and you can find them using your average search engine, with low search costs for you and low publication costs for us. If you are looking for a book, chances are that something no on the NYT list is good for you, and now your chances of finding it and buying it are better than ever. This is basically the idea behind.

Sloan Management Review has an article about the anatomy of the long tail, written by three friends that are also leaders in the academic analysis of the differences that digital goods present and its economic consequences -and origins. One interesting point they make, that adds to the current discussion of the “theory” (actually they presented the real theory in an article in Management Science back in 2003 (link to the working paper) is the evolution of the market incentives for innovation and product development. From the incentives to invest in new music talent if companies cannot find blockbusters to the emergence of a truth based on content produced and delivered, that is, tailored, for specific tastes and preferences. The impact on society is a mystery, what is clear is that the rule of shooting to the least common denominator might become something old if these models of information sharing and product personalization become part of the pattern of media consumption. How should media companies react? Just wait and see? Change the way they look for talent and distribution? Are they already doing it?


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