Long Tail vs. Blockbusters- A Data Driven Approach– Ranjani C, Anita Kumar- International Journal of Business and Systems Research- Inderscience Publishers-ISSN-1751-2018 DOI: 10.1504/IJBSR.2017.10000881.
For citation: Ranjani, C. and Kumar, A. (2017) ‘Long tail vs. blockbusters – a data-driven approach’, Int. J. Business and Systems Research, Vol. 11, Nos. 1/2, pp.118–138. Abstract: Business revenue generation can be typically represented as a power law distribution curve where the head of the distribution represents the ‘blockbusters’ (maximum revenue generation) and a ‘tail’ that represents products that account for a small percentage of total revenue. Traditionally, brick-and-mortar businesses have allocated their sizeable resources and attention to the blockbusters and have largely ignored the tail. In the present internet-driven era and markets, the concept of ‘long tail’ has emerged that, effectively demonstrates that companies can make the products, in the niche segment, profitable as well however, in practice, this concept is still limited to the digital products marketed online, and in the academic literature, this concept has received little attention. The aim of this paper is to highlight the relevance and importance of a data-driven strategy to manage both the ‘blockbusters’ and ‘long tail’, through illustrative cases drawn from the Indian. SME food sector. It, then, proposes a conceptual framework that the practitioners can utilise effectively to make informed decisions, driven by data, to maintain a wide product portfolio.
Addressing Data but no insight challenge in SMEs– Ranjani C, Anita Kumar and Seamus O’ Reilly- Annals of Information Systems- Springer Publication (paper accepted)Abstract:There is a growing trend among large companies, worldwide, to adopt Big Data business analytic tools and techniques on to improve their decision-making and enhance supply chain performance. Academic research has also clearly established an advantage of data-driven decision making over human gut-feel and intuition. However there is dearth of literature and industry evidence on use of Big Data Analytics by small medium scale enterprises (SME) for improved supply chain decision-making. This paper identifies and characterizes the decision-making challenges faced by the Indian SMEs after migration from traditional legacy systems to standard ERP solutions. It then provides a theoretical ‘Business Analytics framework’ designed for SMEs that addresses these challenges and thus supports SMEs in their effort to invest in and benefit from Big Data Analytics. However, further research is needed to test the proposed framework and validate the quantifiable returns from Big Data Analytics investment.
Big Data Powered Information Asymmetry: The Key to Competitive Advantage: Ranjani C (2016), Society for Education & Research Development India- ISBN No.- 978-194482051-0 (Conference held on 17th and 18thMarch 2016) Abstract: In the present times, there is a huge enthusiasm in the industry and academia on the business and economic utility of Big Data. Recent researches on large companies in the retail and e-commerce segments, talk about them successfully exploiting Big Data using Business Analytics for their competitive advantage. The business model of the e-retailers revolves strongly around technology and information. In the current context, the traditional businesses belonging to segments like apparel, consumer electronics and accessories, luxury products etc. that always sold their products through traditional channels and brick stores, are also selling their products e-commerce now that helps them get access to a wider market segment. With growing e-retail popularity and success world-wide and in India, the traditional sales channels are facing fewer footfalls and hence lowered revenue. With the emergence of e-marketplaces created by the e-commerce companies, and with more and more people transacting, they now have access to the tremendous amount of information about their customers and their suppliers that gives them an undue advantage in the market. On one side of the business we have e-retailers sitting on a wealth of information that they make use of for their benefits, on the other, the traditional businesses that sell through the conventional distribution networks and retail outlets, are yet to realize the advantages of being data-driven. The information asymmetry caused as a result, may lead to market failure. This paper presents the viewpoint of the author on the extent of data driven decision-making in traditional businesses in India and compares that with the e-retailers.
Transforming the Voice of Social Media into Business Value. Are SMEs ready yet? Ranjani C, Anita Kumar- NIESBUD- ISBN No.-978-93-80082-84-4 (Conference held on 10th and 11th Jan 2015) Abstract: In the present digital era, torrent of information is generated globally by companies, across every industry segment, through transactions across their value chain. In short, this ‘Big Data’ travels along familiar routes such as proprietary information in databases that gets analyzed in reports by management and also originates externally on the internet, mobile phones, public sources and external players in the supply chain like suppliers and customers. In what is called the “Internet of Things”, the physical world is now transformed into a large database that has substantial untapped economic value. In today’s interconnected world, customer has unparalleled access to pricing and product information that enables them with informed and economic buying decision. With the emergence of Social Media Networks, customers now have access to a good platform to express their opinion on products and services that they find valuable or annoying. The large companies have harnessed its potential, to a considerable extent, using Business Analytics tools to gain insights into Social Media to enhance products, accumulate financial success and customer loyalty. However, existing research shows that “Small and Medium Enterprises” (SMEs) are still ignorant of the benefits of Social Media for branding, marketing and promotions, and in particular new product design, innovation and analyzing customer sentiments. The objective of this research paper is twofold: a) to understand the level of presence of SMEs on Social Media Networks and; b) to assess their ability to leverage the voice of Social Media to improve customer service, enhance sales, brand visibility, product design and innovation.
Big Data Analytics: Big Deal or Big Value for SMEs? – Ranjani C, Anita Kumar and Seamus O’ Reilly- Society for Education & Research Development India-ISBN: 978-1-63415-497-0 (Conference held on 28th and 29thDec 2014)