MARKETING: Gurus, academics and media commentators have spent plenty of time agonising over what is best strategy for growing businesses in the ecommerce world. Yet whilst the so-called Long Tail mantra held firm for many years, some are beginning to challenge the idea. Read more on Marketing Land.
What happens if you compare the strategies and results of two business leaders in the ecommerce world?
Harvard Business School professor Anita Elberse looked at Jeff Zucker, head of NBC, and Alan Horn, president of Warner Bros.
As a result of the analysis, Elberse has turned the Long Tail on its head by looking at how one organisation cut spending and managing for maximum profitability across all of its programming, as the other embraced risk and made a few huge bets a year.
Read more on Marketing Land.
NB: Big space image via Shutterstock.