Amazon.com (D)

At the end of 1999, Amazon.com founder and CEO Jeff Bezos – just named Time magazine’s Man of the Year – mulling over the next step for his company. Having expanded into numerous categories in 1999, Z-shops for the sale of e-tickets as well as increasing the number of distribution sites to seven, Amazon.com is quickly transformed as an electronic distributor. But is Amazon.com ‘s strategy make sense? Critics fear that Bezos may be stretching the brand too far Amazon.com instead of foc … Read more »

At the end of 1999, Amazon.com founder and CEO Jeff Bezos – just named Time magazine’s Man of the Year – mulling over the next step for his company. Having expanded into numerous categories in 1999, Z-shops for the sale of e-tickets as well as increasing the number of distribution sites to seven, Amazon.com is quickly transformed as an electronic distributor. But is Amazon.com ‘s strategy make sense? Critics fear that Bezos may be stretching the brand too far Amazon.com instead of focusing on a few retail categories. Bezos sees the possibility of different categories dominate online retail – use from its base of 16.9 million customers -. Before the brick and mortar retailers do
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from
Jeffrey F. Rayport,
Dickson L. Louie
Source: HBS
12 pages.
Release date: 01 February, 2001. Prod #: 901022-PDF-ENG
Amazon.com (D) HBR case solution