Description
As high street and main street businesses continue to suffer, there's a new rule in business: forget about the general audience and instead stake out an identifiable niche.
Woolworths suffered from a lack of identity and found that low quality and low price wasn't enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all succeeded by building their authority over narrow areas of expertise and cultivating a passionate following - and their profits have mushroomed.
Fascinating and thought-provoking, Niche is a superb examination of how innovation and profitability are moving to a series of tightly defined but globally scattered niches, bound together by the reach of the net.
Niche is an eye-opening analysis of why big business has failed to sell to the mainstream, in the tradition of Chris Anderson's The Long Tail
About the Author
James Harkin is the author of Cyburbia and writes regularly for the Guardian and the Financial Times.
Reviews
A fascinating book . . . Compelling . . . Its easy-going style ranges confidently over the modern marketing landscape and the examples of brands rising and falling are compelling. The research is excellent -- Jamie Collinson * Management Today *
James Harkin . . . wears lightly a wide range of expertise . . . A good read -- John Kay * Financial Times *
Awards
Long-listed for CMI Management Book of the Year 2012 (UK).
Book Information
ISBN 9780349123004
Author James Harkin
Format Paperback
Page Count 256
Imprint Abacus
Publisher Little, Brown Book Group
Weight(grams) 206g
Dimensions(mm) 130mm * 200mm * 17mm
![HBR's 10 Must Reads on AI, Analytics, and the New Machine Age: (with bonus article "Why Every Company Needs an Augmented Reality Strategy" by Michael E. Porter and James E. Heppelmann) by Harvard Business Review](https://cdn11.bigcommerce.com/s-zkx5lhzlf8/images/stencil/444x444/products/932047/931758/9781633696846__86387.1687841971.jpg?c=1 "HBR's 10 Must Reads on AI, Analytics, and the New Machine Age: (with bonus article "Why Every Company Needs an Augmented Reality Strategy" by Michael E. Porter and James E. Heppelmann) by Harvard Business Review")
