Development of models for strategic decision making in long tail markets and its analysis

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In this research, we develop models to support strategic decision making for determining business strategy in long tail markets, in particular with regard to marketing and supply chain management. In addition, by theoretically analyzing the models, we aim to give some insights into strategic decision making in this area. For analyzing long tail markets, different from traditional markets, it is important to consider some negative impact on consumer's and/or producer's utility such as confusion due to information overloaded, because numerous varieties of products are offered to the market. Thus, incorporating this aspect into the models, we formulate problems for strategic decision making by using a game theoretic approach. Through our analysis, we could give rich insights into firm's strategy with regard to pricing, product offering, retailing, as well as alliance.