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Conceptual Framework Of The „Long Tail” Theory Of Retail Business

Author

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  • Dancho Danchev

    (Varna University of Economics)

Abstract

The article clarifies the nature of the theory of the „long tail” and discusses from a conceptual viewpoint the dimensions and consequences of that phenomenon in retail business. The object of study are the following key issues: clarifying the anatomy of t he phenomenon „long tail”; offering argumentation of the need to rethink retail business in the contemporary information society; emphasizing the dimensions of the „long tail” in retail business; interpreting some deficiencies and limitations of the theory of the „long tail”, which question its universal character.

Suggested Citation

  • Dancho Danchev, 2011. "Conceptual Framework Of The „Long Tail” Theory Of Retail Business," Business & Management Compass, University of Economics Varna, issue 1, pages 33-45.
    • Handle: RePEc:vrn:journl:y:2011:i:1:p:33-45
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    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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