The paper “ How Amazon. com Use Their Digital Channels to Achieve Success” is a persuasive variant of the case study on e-commerce. Amazon. com is one of the few existing Internet brands and the most successful globally. One of the major reasons for the successful performance of this company is the effectiveness of its management, led by the founder Jeff Bezos. Bezos adopts transformational leadership, which besides helping to establish good relations within the company and between the company and the external environment, enables the company to adapt to the rapidly evolving technology, particularly the Internet.
The purpose of this paper is to examine Amazon’ s management resources, which have steered the company to become the most successful Internet brand. The paper addresses the capabilities of the company’ s leadership which have enabled it to cope with the ever-changing external environment. Specifically, the paper explains Amazon’ s online strategy and addresses the changes and innovations that have enabled the company to cope with changes in Internet technology. IntroductionThe Internet is one of the major areas that have developed tremendously with the evolution of information technology (IT). To cope with technological developments and to compete effectively, companies increasingly exist in the online world (Bass, et al, 2008, p.
6). As well, IT development has opened opportunities whereby customers are able to do online shopping from online stores of companies existing online, rather than going to shop in physical retail stores and shopping malls (Bass, et al, 2008, p. 6). One of the largest and most competitive companies that exist online is Amazon. Through its online business, Amazon has been able to attract a huge number of customers from over 150 countries.
Amazon. com is the main website of Amazon company in which it displays its products which comprise of millions of books DVDs, music, and videos. The site also displays other products offered by the company such as household items, apparel, and clothes, electronics, drugs, and cosmetics, among others. These products are also displayed on websites of affiliate companies.
Bass, R M & Riggios, R E 2006, Transformational Leadership, California.
Bass, R M, Bass, R & Bass, R R 2008, The Bass Handbook of Leadership: Theory, Research, and Managerial Applications, Simon and Schuster, New York.
Byers, A 2006, Jeff Bezos: The Founder of Amazon.com, New York.
Daft, K M & Vershinina, N 2010, Management-International Edition, Cengage Learning EMEA, New York.
Daft, R 2003, Management, 6th edn, Cincinnati, Thomson South-Western, Ohio.
Frisch, B 2011, Who's in the Room: How Great Leaders Structure and Manage the Teams Around Them, John Wiley & Sons, California.
Lopez, S C 2009, A Qualitative Study of an E-Commerce Organization in Transitions, ProQuest, West Sussex.
Lumsden, G, Lumsden, D & Wiethoff, C 2009, Communicating in Groups and Teams: Sharing Leadership, Cengage Learning, New York.
Robinson, T & Menon, M 2009, Jeff Bezos: Amazon.com Architect, ABDO, Washington DC.