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The Impact Of The Long Tail Economy On The Business Result Of The Digital Platform: The Case Of Spotify And Match Group

Author

Listed:
  • Lozić, Joško

    (University North, Croatia)

  • Milković, Marin

    (University North, Croatia)

  • Fotova Čiković, Katerina

    (University North, Croatia)

Abstract

Purpose: The aim of this paper is to analyse the business performance of corporations from the platform economy model in the context of the long tail economy model. By comparing business results, analyse the significance of the impact of the long tail economy on business performance. Methodology: The research is focused on analysing the business results of Spotify and Match Group corporations. The research compares the business results of selected corporations in the context of the impact of long tail on business management, financial result and the trend in the number of users of the platform. The methodological framework is unique and applicable to all other corporations from the platform economy model. Results: The survey results showed significant differences in the impact of the long-tail economy on selected corporations. In addition, the survey results showed a significant impact of other factors on the business result that are not closely related to the long-tail economy. Conclusion: The effects of the long-tail economy model need to be analysed on a case-by-case basis in the platform economy. Both corporations are increasing total revenue and customer numbers, but Spotify is operating at a loss, while Match Group is increasing profits year on year.

Suggested Citation

  • Lozić, Joško & Milković, Marin & Fotova Čiković, Katerina, 2022. "The Impact Of The Long Tail Economy On The Business Result Of The Digital Platform: The Case Of Spotify And Match Group," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 13(1), pages 43-55.
    • Handle: RePEc:ris:utmsje:0324
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Gross profit; long tail economy; long tail business models; Match Group; platform economy; Spotify;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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