Long tail vs. blockbusters - a data-driven approach
by C. Ranjani; Anita Kumar
International Journal of Business and Systems Research (IJBSR), Vol. 11, No. 1/2, 2017

Abstract: Business revenue generation can be typically represented as a power law distribution curve where the head of the distribution represents the 'blockbusters' (maximum revenue generation) and a 'tail' that represents products that account for a small percentage of total revenue. Traditionally, brick-and-mortar businesses have allocated their sizeable resources and attention to the blockbusters and have largely ignored the tail. In the present internet-driven era and markets, the concept of 'long tail' has emerged that, effectively demonstrates that companies can make the products, in the niche segment, profitable as well however, in practice, this concept is still limited to the digital products marketed online, and in the academic literature, this concept has received little attention. The aim of this paper is to highlight the relevance and importance of a data-driven strategy to manage both the 'blockbusters' and 'long tail', through illustrative cases drawn from the Indian SME food sector. It, then, proposes a conceptual framework that the practitioners can utilise effectively to make informed decisions, driven by data, to maintain a wide product portfolio.

Online publication date: Fri, 09-Dec-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Systems Research (IJBSR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com