<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Amazon Marketplace: Sustaining Strategic Innovation

Amazon Marketplace: Sustaining Strategic Innovation

Yemisi Bolumole; Jeff Cohu; Harrison McKnight; Antoinette Tessmer; Lu Zhang; Jeffrey Beck;Karen Sedatole;Judith Whipple

Product #:9B20M019
Supplier:Ivey
Discipline:General Management
Setting:United States, 2015
Details:Case (PDF) • 12 pages • 2020-02-19

Subjects:

InnovationStrategyManagement

Industries:

Goods, trade, and consumer services

Geography:

North AmericaUnited States
Your Price:$10.54

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

The vice-president of new product development for Amazon Marketplace was preparing to propose the Seller Fulfilled Prime (SFP) initiative at Amazon.com Inc. (Amazon)’s three-year planning session. The SFP would allow Amazon Marketplace sellers who had proven their ability to meet Prime customers’ expectations for exceptional service to provide Prime shipping benefits for products that the sellers fulfilled themselves rather than through the Fulfillment by Amazon process. Because the vice-president did not yet have extensive data on the effects of his proposal, he had to work with an interdisciplinary team to determine the potential benefits and challenges associated with this initiative.

Learning Objectives

This is a complex case that focuses on Amazon.com Inc.’s innovation process, requiring cross-functional assessments to successfully implement innovative proposals. The case has a broad audience because it requires an integrative approach with respect to organizational considerations. This case is suitable for use in a capstone upper division undergraduate course, as well as graduate- and executive-level courses. It can be used in strategic management, innovation, marketing, and supply chain management courses.

After working through the case and assignment questions students will
  • understand Amazon’s innovation process from a multi-stakeholder perspective;
  • consider how a company’s philosophy and culture aid in sustaining innovation; and
  • analyze a proposal from a cross-functional and holistic perspective to consider its opportunities and challenges.
Loading
Case Study: Amazon Marketplace: Sustaining Strategic Innovation (English version) | Ivey Publishing