Seminar Paper on Strategies to Achieve Market Leadership: the Example of Amazon

Topics: Electronic commerce, Online shopping, Amazon.com Pages: 48 (13437 words) Published: April 30, 2012
Technische Universität Berlin Fakultät VIII: Wirtschaft und Management Institut für Technologie und Management Fachgebiet Strategische Unternehmensführung

Prof. Dr. Michael Mirow

Seminar Paper on Strategies to Achieve Market Leadership: The Example of Amazon (Summer term 2005)

presented by:

Sören Preibusch, 215995 Kottbusser Damm 24 10967 Berlin

Matthias Fleckenstein, 215274 Magistratsweg 21 13593 Berlin

Berlin, May 17, 2005

Table of Contents

I

Table of Contents
Table of Contents ............................................................................................ I Table of Abbreviations.................................................................................... II Table of Figures............................................................................................. III Table of Tables..............................................................................................IV 1 Introduction.................................................................................................. 1 2 Market Leadership as a Strategic Goal in Electronic Commerce ................ 1 2.1 Value Chains and Actors in EC............................................................. 1 2.2 Principles for Success in Electronic Commerce.................................... 3 2.3 Porter’s Branch Structure Analysis applied to EC Markets ................... 4 2.4 Context Factors and Value Creation Potentials in EC Markets ............. 8 2.5 First Mover Advantage and the Role of the Pioneer ............................. 9 3 Amazon.com – The Road to Market Leadership ....................................... 10 3.1 Company Portrait ................................................................................ 10 3.2 Redefining Book Retailing: Amazon vs. Barnes & Noble .................... 11 3.3 Realizing the Value Creation Potentials .............................................. 13 3.4 Exploiting First Mover Advantages...................................................... 21 4 Conclusion and Outlook ............................................................................ 22 Appendix ...................................................................................................... 23 References ................................................................................................... 31

Table of Abbreviations

II

Table of Abbreviations
B DBW EB EC EM FMA ICT IT M ZfB zfbf Billion Die Betriebswirtschaft Electronic Business Electronic Commerce Electronic Market First Mover Advantage Information and Communication Technologies Information Technology Million Zeitschrift für Betriebswirtschaftslehre Zeitschrift für betriebswirtschaftliche Forschung

unpaged Document is not a paged media

As used herein, “Amazon.com” and similar terms include Amazon.com, Inc. and its subsidiaries, unless the context indicates otherwise.

Table of Figures

III

Table of Figures
Figure 1: Porter’s Five Forces Model (including the major determinant of each force) ..................................................................................................... 5 Figure 2: Context Factors and Value Creation Potentials in Electronic Commerce...................................................................................................... 8

Table of Tables

IV

Table of Tables
Table 1: The transaction relationships in Electronic Commerce ................... 2

1 Introduction

1

1 Introduction
In the early 1990s global communication networks and information technology (IT), especially the Internet, have lead to a deconstruction and reconfiguration of traditional value chains1. In consequence, branch boundaries faded and new business models emerged.2 Opportunities to expand into reshaped business segments and to develop innovative products and services in order to attract valuable customers appeared.3 By considering the case of Amazon.com Inc., we will show how...

References: 53
Weiber, R., McLachlan, C. (2000) Wettbewerbsvorteile im Electronic Business, in: Handbuch Electronic Business, Hrsg. R. Weiber, Wiesbaden, pp. 117-148 Weigend, A.S. (2003) Analyzing Customer Behavior at Amazon.com, Ort?, 2003 Weiss, L.M., Capozzi, M.M., Prusak, L. (2004) Learning From the Internet Giants, in: MIT Sloan Management Review, Vol. 45, 2004, Iss. 4, pp. 79-84 Whinston, A.B., Stahl, D.O., Choi, S.-Y. (1997) The Economics of Electronic Commerce, Indianapolis, 1997 Wildemann, H. (2000) Kernkompetenz-Management: Mit intelligenten Technologien Kunden binden, in: Kernkompetenzen und E-Technologien managen, Hrsg. H. Wildemann, München, 2000, pp. 15-59 Wirtz, B.W. (2000) Electronic Business, Wiesbaden, 2000 Zerdick, A. et al. (1999) Zerdick, A., Picot, A., Schrape, K., Artropé, A., Goldhammer, K., Lange, U.T., Vierkant, E., López-Escobar, E., Silverstone, R.: Die Internet-Ökonomie, Strategien für die digitale Wirtschaft, 3. Auflage, Berlin, 2001
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