The Amazon Story Vignette
Founded in 1995 as an online retailer.
Did not become profitable until Q4 2001.
In 2011, generated $48.1 billion in net sales, $631 million in net income.
Leveraged its competencies into different e-business models.
Core business is online retailing, "everything store."
Established e-commerce partnerships.
Developer services provider.
Content provider.
Created the first affiliate program.
Founder and CEO Jeff Bezos is not interested in expanding to the physical world.
Amazon’s success is based on selection, lower prices, better availability, innovative technology, and better product information.
I) Based on the vignette above and your examination of the Amazon.com site (or your experience as a customer), what strategic objectives do you think are appropriate for this e-business?
