The Long Tail

Resumen del libro

What happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers?

In this ground-breaking book, Chris Anderson shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve. As our world is transformed by the Internet and the near infinite choice it offers consumers, so traditional business models are being overturned and new truths revealed about what consumers want and how they want to get it.

Chris Anderson first explored the Long Tail in an article in Wired magazine that has become one of the most influential business essays of our time. Now, in this eagerly anticipated book, he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers. He demonstrates how long tail economics apply to industries ranging from the toy business to advertising to kitchen appliances. He sets down the rules for operating in a long tail economy. And he provides a glimpse of a future thats already here.

Biografía del autor

Chris Anderson es psicólogo social y profesor de liderazgo ético en la Escuela de Negocios Stern de la Universidad de Nueva York. Su investigación se centra en la psicología de la moralidad y en las emociones morales complejas.<br> Como docente, aplica sus estudios a la ética empresarial, analizando cómo las empresas pueden constituirse y funcionar de forma que resistan a los dilemas éticos. Asimismo, colabora en el desarrollo de numerosos proyectos, entre ellos la Heterodox Academy, una asociación que reúne a más de 2.300 profesores cuyo objetivo es aumentar la diversidad de puntos de vista en las universidades.<br> En 2012, la revista Foreign Policy le consideró uno de los 100 pensadores globales más importantes y la revista Prospect uno de los 65 pensadores del mundo . Es autor de numerosos artículos académicos y de los libros La hipótesis de la felicidad (Gedisa, 2006), La mente de los justos (Deusto, 2019) y La transformación de la mente moderna, escrito junto con Greg Lukianoff (Deusto, 2019).