Changing the channel: Digitization and the rise of “middle tail” strategies

Research Summary Prior research has studied whether digitization shifts demand away from mass‐appeal blockbusters toward a “long tail” of existing products. We extend this work by studying whether digitization influences the products created. Using unique data on movies, we examine whether the reduc...

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Bibliographic Details
Published in:Strategic management journal 2023-01, Vol.44 (1), p.264-287
Main Authors: Benner, Mary J., Waldfogel, Joel
Format: Article
Language:English
Subjects:
Audiences
Budgets
Cost reduction
Costs
digital distribution
Digitization
Distribution
Distribution channels
long tail
Motion pictures
movie industry
Newcomers
technological change
Theater
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