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

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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…show more content…
Principles of success are discussed, and based on Porter’s Branch Structure Analysis, we will define strategic context factors and carve out value creation potentials in Electronic Markets. In section 3, we will analyze how these theoretically derived principles apply to the case of Amazon.com. 2 Market Leadership as a Strategic Goal in Electronic Commerce 2.1 Value Chains and Actors in EC Influenced by rapid technological progress, the terms Electronic Business (EB) and Electronic Commerce (EC) have evolved over time to include all aspects of “internetworked technologies”.5 A canonical definition is still missing. Today, EC is a part of EB.6 For this paper we will adopt Wirtz’s definition: EB describes the “preparation as well as the partial, respective total support, processing and maintenance of performance exchange processes via electronic networks”.7 EC focuses on the transaction processes on the distribution side and their support. Throughout this paper, we will use the following Picot, A., 1996; Zerdick, A. et al., 1999; Picot, A., Reichwald, R., Wigand, R.T., 1998, p. 19 ff.; Weiber, R., McLachlan, C., 2000, p. 119 2 Schweitzer, M., 2000, p. 42; Mahadevan, B.,2000, p. 55 3 Prahalad, C.K., Hamel, G., 1990, p. 239; Bate, J.D., Johnston Jr., R.E., 2005, p. 12 4 Koob, C., 2000, p. 27 f.; Drucker, P.D., 1999 5 Ware et al., 1997, p. 29; Whinston, A.B., Stahl, D.O., Choi,

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