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Synopsis
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.
"synopsis" may belong to another edition of this title.
About the Author
James Harkin is the author of Cyburbia and writes regularly for the Guardian and the Financial Times.
From the Back Cover
'A fascinating book . . . Compelling . . . . The research is excellent' Management Today
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.
'Fascinating stories, some big thoughts and an intriguing argument' Evan Davis
'Level-headed but optimistic, Niche is a business plan for the brain, and a manifesto for quality' Michael Wolff
"About this title" may belong to another edition of this title.
- PublisherAbacus
- Publication date2012
- ISBN 10 0349123004
- ISBN 13 9780349123004
- BindingPaperback
- LanguageEnglish
- Number of pages256
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