Differentiation, Diversification and Acquisition from an Online Bookstore: Multidimensional Assessment of Amazon’s Strategic Management

Posted: 1 Sep 2020 Last revised: 5 Apr 2022

See all articles by Jinfeng LI

Jinfeng LI

Department of Electrical and Electronic Engineering, Imperial College London

Date Written: August 30, 2020

Abstract

Originated from a miniature online bookseller to a massive superstore company raking in $75.5 billion in the first fiscal quarter of 2020 despite the surge in COVID-19, Amazon is arguably a frontrunner in e-commerce over the course of its spectacular 25-year history. This paper conducts a critical assessment of Amazon’s strategy in multi-dimensions, evaluating its initial tactics, the subsequent diversification, how the acquisition could fit into its strategy, and the strategic challenges facing the Amazon Empire in the midst of the pandemic.

Keywords: acquisition, business intelligence, competitive advantage, corporate-level strategy, differentiation, diversification, PEST analysis, Porter’s Five-Forces, strategic management

Suggested Citation

LI, Jinfeng, Differentiation, Diversification and Acquisition from an Online Bookstore: Multidimensional Assessment of Amazon’s Strategic Management (August 30, 2020). Available at SSRN: https://ssrn.com/abstract=3683474 or http://dx.doi.org/10.2139/ssrn.3683474

Jinfeng LI (Contact Author)

Department of Electrical and Electronic Engineering, Imperial College London ( email )

South Kensington Campus
Exhibition Road
London, Greater London SW7 2AZ
United Kingdom

HOME PAGE: http://www.imperial.ac.uk/people/jinfeng.li

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