Segunda-feira, Fevereiro 12, 2007

A Cauda Longa

Terminei a leitura de um maravilhoso livro sobre mercados de nicho (passando pelos mercados de massa). A Cauda Longa.
Muitos de nós, que estamos constantemente atentos aos mercados, sempre ouvimos falar que a chave-mestra para ter sucesso nos negócios é descobrir um nicho onde possamos encontrar o público certo para os produtos ou serviços oferecidos.
Pois bem, após a publicação em julho de 2006, do livro A Cauda longa (The Long Tail) - Do mercado de massa ao mercado de nicho, de Chris Anderson, parece que a coisa está mudando de figura. O nicho já mudou de forma. Não é mais o mesmo!
Chris Anderso é editor-chefe da revista Wired, desde 2001. A partir daí, levou a revista a cinco indicações para o National Magazine Award e à conquista do prêmio General Excellence, em 2005, ano em que também foi titulado como editor do ano pela revista Advertising Age.
A expressão Cauda Longa, que dá título ao livro foi cunhada pelo autor do livro em outubro de 2004, função de artigo que escreveu na revista Wired, quando abordava os modelos de negócios de empresas que atuavam basicamente nos mercados online.
O livro baseia-se na teoria da Cauda Longa, também usada em estatísitca e mostra nossa cultura e economia atuais deslocando-se de um foco em um número relativamente pequeno de hits na cabeça da curva de demanda para um número significativamente maior de nichos na cauda. À medida que os custos de produção e distribuição caem, especialmente no comércio online, diminui a necessidade de grandes investimentos em estoques. O livro mostra que estamos entrando (se já não entramos!) em uma era sem as limitações dos espaços físicos e outros engarrafamentos de distribuição de produtos. Mostra ainda que os bens e serviços que atingem pequenos mercados-alvo, podem ser tão atrativos do ponto de vista de negócios, como aqueles próprios dos mercados de massa.
Lendo o livro podemos entender o porquê do sucesso de empresas operando exclusivamente online, como Amazon.com, Netflix, Google, Rhapsody, Vilago e tantas outras. Podemos saber porquê muitas bandas de garagem vendem tanto quanto artistas renomados e por aí vai.
Só mesmo lendo o livro para entender o que é o novo mercado de nichos, como ele se desenvolveu, quais as influências que está trazendo para o mundo dos negócios e, principalmente, porquê as grandes organizações já estão preocupadas com este novo monstro que surge.
Vale muito a pena a leitura!

Boas compras!
- Livro: A
Cauda Longa: do Mercado de Massa para o Mercado de Nicho
- Livro:
Como Redigir um Plano de Negócios
- DVD:
Andre Rieu: Homecoming -Live in Maastricht, The Netherlands
- DVD: E o Vento Levou

 
 

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