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Published by:
INSEAD (2013)
Revision date:
8 pages
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This is part of a case series. The second part of Zappos case focuses on Zappos's people proposition, which led to high performance and raised barriers to imitation. It demonstrates the importance of Fair Process that builds deep trust and commitment in the company, making it difficult for competitors to imitate Zappos. The case comes with theory-based movies and lecture slides for educators (link in ‘Extra information’ section).


Blue Ocean Strategy; Implementing strategy; Fair process; Information technology; Online retail; Employees; Employee engagement; Corporate culture; Zappos; Footwear industry; Strategy; Competition

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