Read the Amazon.com case study in Chapter 15 on page 443 of your textbook. Answer the three questions at the end of the study (p. 444). Support your answers with a minimum of one source per question, no more than five years old.© BrainMass Inc. brainmass.com June 4, 2020, 3:26 am ad1c9bdddf
1. Why has Amazon.com succeeded online when so many other companies have failed?
Togobo (2011) noted that Amazon.com succeeded in the online business because it has developed its own brand of leadership principles such as a.) customer obsession, b.) leaders as owners, c.) it learned to Invent and Simplify, d.) hired and developed the best in the industry, e.) insist on the highest standards, f.) thinks big, g.) bias for action, h.) practices frugality, i.) is vocally self critical, j.) earned trust of others, k.) most importantly delivered results.
These characteristics are discussed thoroughly by Togobo (2011) below:
- Customer Obsession
Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.
Leaders are owners. They think long term and don't sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just their own team. They never say "that's not my job".
- Invent and Simplify
Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by "not invented here". As we do new things, we accept that we may be misunderstood for long periods of time.
-Hire and Develop the Best
Leaders raise the performance bar with every hire and promotion. They recognise exceptional talent, and willingly move them throughout the organisation. Leaders develop leaders and take seriously their role in coaching others.
-Insist on the Highest Standards
Leaders have relentlessly high standards - many people may think these standards are unreasonably high. Leaders are continually raising the bar and drive their teams to deliver high quality products, services and processes. Leaders ensure that defects do not get sent down the line and that problems are fixed so they stay fixed.
Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look ...
The solution talks of reasons why Amazon.com succeeded in the online business. It also highlights Amazon's entry to the tablet market and the potential of cloud computing.