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Niche - James Harkin



Publisher: Little, Brown Book Group


Niche: The Missing Middle and Why Business Needs to Specialise to Survive
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

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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.

Little, Brown Book Group


Number of Pages 256