Title: Niche Articles - Growth Drivers for Mail Order Business? Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber Abstract The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers - especially retailers - assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles - such as a larger price potential - only a small part of the companies address this comprehensively.

Title: Niche Articles - Growth Drivers for Mail Order Business? Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber Abstract The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers - especially retailers - assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles - such as a larger price potential - only a small part of the companies address this comprehensively. Nischenartikel: Wachstumstreiber für den Versandhandel
Title: Niche Articles - Growth Drivers for Mail Order Business? Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber Abstract The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers - especially retailers - assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles - such as a larger price potential - only a small part of the companies address this comprehensively.
Title: Niche Articles - Growth Drivers for Mail Order Business? Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber Abstract The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers - especially retailers - assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles - such as a larger price potential - only a small part of the companies address this comprehensively.


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Title: Niche Articles – Growth Drivers for Mail Order Business?
Authors: Hans-Christian Riekhof, Tobias Schäfers, Sebastian Teuber

Abstract
The concept understood under the term Long Tail is currently receiving broad attention. Many manufacturers and retailers predict a shift from mass products to a multitude of niche articles. However, whether this development actually occurs in the predicted manner and how providers – especially retailers – assess the concept has largely been neglected so far. This article therefore examines how German mail order companies view the concept and predictions of the Long Tail. The study provides insights into the role that niche articles currently play for German mail order business and shows how these companies assess the future relevance of the Long-Tail concept. It is noticeable that niche articles currently still have a subordinate sales significance, but a growing role is expected here. Furthermore, it shows that while many mail order companies confirm the potentials of niche articles – such as a larger price potential – only a small part of the companies address this comprehensively.