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Reference no. 914-005-1
Prize winner
Published by:
IBS Center for Management Research (2014)
15 pages
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This case is about how the leading e-commerce company Amazon, Inc utilised its big data resources to improve its performance. Being the dominant retailer on the Internet, Amazon had a vast database regarding the tastes, preferences, and previous purchasing history of its customers. Apart from improving its business performance, big data resources were also put to some innovative uses like preventing theft of merchandise from its warehouses. Amazon also allowed other smaller e-commerce companies with limited resources to use its big data services. Some analysts opined that as of end 2013, Amazon had all the pieces of the big data puzzle but the firm would have to put these together effectively to emerge as a dominant player in this space. This case is meant for MBA/MS students as part of IT and Systems. It can also be used in a business strategy curriculum.
Learning objectives:
1. Analyse how Amazon utilised its big data resources to build a better relationship with its customers. 2. Appreciate the importance of developing big data capabilities to improve the performance of a company. 3. Discuss and debate how Amazon helped other e-commerce portals to leverage on its big data resources. 4. Explore the ways in which Amazon could further utilise its big data resources to improve its business prospects. 5. Suggest ways in which Amazon could utilise its big data capabilities to emerge as a dominant player in the big data space.
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