Online retailers may be shooting themselves in the tail — the long tail, that is, according to Kartik Hosanagar, Wharton professor of operations and information management, and Dan Fleder, a Wharton doctoral candidate, in new research on the “recommenders” that many of these retailers use on their websites. Recommenders — perhaps the best known is Amazon’s — tend to drive consumers to concentrate their purchases among popular items rather than allow them to explore and buy whatever piques their curiosity, the two scholars suggest in a working paper titled, “Blockbuster Culture’s Next Rise or Fall: The Impact of Recommender Systems on Sales Diversity.”
Content: Article
Authors: Dan Fleder, Kartik Hosanagar
Source: Knowledge@Wharton
Subject: Marketing / Sales
Authors: Dan Fleder, Kartik Hosanagar
Source: Knowledge@Wharton
Subject: Marketing / Sales
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