Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 118-138 |
| Number of pages | 21 |
| Journal | International Journal of Business and Systems Research |
| Volume | 11 |
| Issue number | 1/2 |
| DOIs | |
| Publication status | Published - 2017 |
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Keywords
- Blockbusters
- Longtail
- Business analytics
- Decision making
- India
- Food SMEs
- Revenue generation
- Power law distribution
- Product portfolio
- Small and medium sized enterprises
- Food industry
Cite this
Long tail vs. blockbusters - a data-driven approach. / Kumar, Anita; Ranjani, C.
In: International Journal of Business and Systems Research, Vol. 11, No. 1/2, 2017, p. 118-138.Research output: Contribution to journal › Article
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TY - JOUR
T1 - Long tail vs. blockbusters - a data-driven approach
AU - Kumar, Anita
AU - Ranjani, C
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - Blockbusters
KW - Longtail
KW - Business analytics
KW - Decision making
KW - India
KW - Food SMEs
KW - Revenue generation
KW - Power law distribution
KW - Product portfolio
KW - Small and medium sized enterprises
KW - Food industry
U2 - 10.1504/IJBSR.2017.080844
DO - 10.1504/IJBSR.2017.080844
M3 - Article
VL - 11
SP - 118
EP - 138
JO - International Journal of Business and Systems Research
JF - International Journal of Business and Systems Research
SN - 1751-200X
IS - 1/2
ER -