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Case
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Reference no. UVA-M-0603
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 1999
Length: 17 pages
Data source: Published sources
Topics: Positioning; Internet retailing; Line extension
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Abstract

Jeff Bezos founded Amazon.com as an Internet retailer of books. By 1999, Amazon.com also sold CDs, videos, used books, gifts, and also operated an auction service. Students must evaluate the consistency and liability of Bezo''s strategy.
Location:
US
Industry:
Book retail
Size:
USD1 billion
Other setting(s):
1999
Teaching note
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Reference no. UVA-M-0603TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 1998
Length: 11 pages
View full details

About

Abstract

Jeff Bezos founded Amazon.com as an Internet retailer of books. By 1999, Amazon.com also sold CDs, videos, used books, gifts, and also operated an auction service. Students must evaluate the consistency and liability of Bezo''s strategy.

Settings

Location:
US
Industry:
Book retail
Size:
USD1 billion
Other setting(s):
1999

Related

Teaching note
-
Reference no. UVA-M-0603TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 1998
Length: 11 pages
View full details