MODEL 45

THE LONG-TAIL MARKET MODEL

Use this to remind you of the afterlife that products can enjoy on the net after falling out of the mass market.

This model is all about the effect that the internet has had on sales patterns. The Long-Tail Market Model was popularised by Chris Anderson, Editor of Wired magazine. His contention is that the growth of the internet has changed how business should look at sales. In a world where Amazon stocks over 2 million books even the most esoteric titles can and do find a buyer. Similarly with eBay. Anderson’s model is shown below.

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Source: Anderson, C (2006), The Long Tail: Why the future of business is ...

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