I've tried to incorporate the following theory into common conversation way too often. I'm that "casually, yet unsucessfully use Long-Tail Theory in conversation"-guy. After you've read it, I'll apologize to you. This theory does not fit into any aspect of daily life. Or does it?
The Long-Tail, originally acknowledged by Chris Anderson, addresses marketing strategy, particularly resource allocation phase. More specifically, large businesses that sell a vast quantity of different goods (or services) should continue to offer the low-volume goods (the most obscure ones). Why? The summation of the lower-selling volumes (the bottom 80%) will be just as profitable as the upper-selling items (upper 20%). In conclusion, the collective of small guys are just as important as the few big ones.
Who cares? Applying this to the notion that globalization will overtake small business makes the Long Tail Theory matter. Thus, my proposition and warning.
First, the proposition: someone could attempt to conglomerate small businesses, pledging to relinquish direct managerial control, allowing the small businesses to retain what makes them special. The profits here, according to the Long Tail theory, would be well worth the trouble.
Warning: don't let this happen. Period. Businesses fill a small, selective niche for a reason. If everyone knows about them, no one will care about them. This is marketing 101. Don't skip strait to the 102 level.
Jamie Goodin
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