Caso Amazon
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International Journal of e-Business Strategy Management November/December 2002 • 153
CASE STUDY
Introduction
Since the mid 1990’s there has been a huge
increase in the amount of business transacted
over the Internet. Although the USA leads the
way in this area the use of the Internet in business
has become a global phenomenon. E-commerce,
as it has become known, has the potential
for creating wealth and changing the business
landscape. However, in order to exploit the
opportunities presented by the application of
technology it is necessary to create business
models suited to gaining and sustaining competitive
advantage in the new business environment.
One industry at the forefront of exploiting new
technology has been bookselling with
Amazon.com being the standard bearer for
online bookselling on a global scale.
Electronic commerce refers to trading electronically.
Transactions involve buying and selling
products, services and information over a network(
14). E- commerce is changing the way businesses
operate and is creating opportunities for
developing new markets and products. One of
the most important characteristics of the Internet
is the ubiquity of information and the ease of
access to that information. It is, therefore, little
surprise that information driven industries have
been at the forefront of developing and exploiting
the advantages of e-commerce. Bookselling is
one such industry. New technology has altered
the way booksellers operate and has been the
catalyst for change in the industry. Once thought
of as moribund and inefficient the bookselling
industry has grasped the opportunities presented
by new technology to create competitive advantages
and compete in a crowded market for
leisure and information products. Amazon have
been most prominent in the online bookselling
industry. As first mover in the market it is apposite
that much of the following investigation focuses
on the strategy and business model of the company.
The Management of E-Commerce Strategies for
Sustaining Competitive Advantage in the Online
Bookselling Industry: The Case of Amazon.com
Abstract: Many industry sectors have adopted the Internet as a medium of communications between suppliers and customers.
Yet few have been able to create, let alone sustain, a competitive advantage using e-commerce as a basis for
transacting business. The bookselling industry has been at the forefront of developing business models to seek competitive
advantage via Internet applications. Amazon.com were the first movers in this new method of transacting business
and were able to build a significant lead in the market. However, since 2000 the company has had to re-assess its
operations after seeing its competitive advantage eroded by a combination of debt financing and an increasingly coherent
response from rivals. This paper investigates the management of e-commerce strategies and the efficacy of the business
model developed by Amazon.com and calls on theoretical positions from the fields of strategic management and
economics to critically assess the sustainability of the company’s competitive advantage.
Received: September 2002
Dr Colin Combe, Caledonian Business School, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, UK
Tel: +44 (0) 141 331 8811, Fax: +44 (0) 141 331 3269, Email: C.Combe@gcal.ac.uk
Keywords: Bookselling, Online strategies, Management, Competitive E-commerce, Business
advantage,
ä
E-commerce provides a mechanism for creating
new wealth through entrepreneurship and
innovative business ventures. In many industries,
including that of bookselling, this new method of
transacting business has altered the competitive
environment. This phenomenon has attracted the
attention of scholars in economics and strategic
management. Indeed, there is a strong link
between the two streams of academic research
in analysing e-commerce. However, the available
literature on the theme of evaluating online business
models using economic and strategic management
theory remains relatively sparse.
The online bookselling industry has gained in
profile since the exceptional rise of the industry
standard bearer
...