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Expert answer:As Founder and CEO, what was the initial focus that Jeff Bezos had for the company, and how has the focus changed over time? USE the ATTACHED Case Study-Amazon.com, Inc.
roth3e_abstract_amazon_inc_fnl.pdf

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Case Title: Amazon.com, Inc.
Unique ID: MHE-FTR-033-1259420477
Revised: February 6, 2015
Abstract:
Founder and CEO Jeff Bezos has taken Amazon.com from an online bookstore to the largest
online retailer and comparison-shopping site in the world. Bezos has followed the trend of
integrating hardware and software, products and services, and online and brick-and-mortar
stores. Amazon diversified into cloud computing (with Amazon Web Services, or AWS) and
content delivery and original content creation. Its membership service, Prime, offers free twoday shipping, instant video streaming, music, grocery delivery service, Kindle lending library,
and other benefits. Amazon finds itself engaged in a fierce competitive battle for control of the
emerging digital ecosystem, pitted against technology giants such as Apple, Google, Facebook,
and Alibaba. Yet, profitability eludes Amazon—how much longer will its shareholders be patient
with Jeff Bezos?
Concepts: Stakeholders, Mission/Vision, Strategic Planning, External Analysis, Competition,
Internal Analysis, Competitive Advantage, Business Strategy, Innovation, Technology,
Corporate Strategy, Mergers and Acquisitions, Strategic Leadership, Digital Transformation
Context:
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Ticker Symbol: AMZN
Protagonist: Jeff Bezos, CEO and Founder
Country: USA (worldwide reach online)
Sector: e-retail, cloud computing, content, computer hardware and software
Company Employee Count: 154,100 (2014)
Company Revenue: $89B (2014)
Event Year Begin: 2014
Event Year End: 2015
Teaching Note: Available
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