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Reference no. W94C01
Prize winner
Published by:
WDI Publishing, William Davidson Institute (EDI), University of Michigan (2014)
1 August 2014
36 pages
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This case leads to a vibrant discussion and comparative analysis of Amazon's strategies across three major emerging markets. Amazon is known to virtually every student, making an illustration of internationalization strategies easy. This case begins with Amazon's entry into, India; Diego Piacentini, head of international operations, and country manager, Amit Agarwal are launching in June 2013. The case documents the challenges and opportunities Amazon found in India, and then looks back on Amazon's experiences in China and Brazil. It then wraps up with some speculation about Amazon's move into other areas including Mexico, Russia, and the Middle East.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.


Developing countries; e-Commerce entrepreneurialism; Emerging markets; Growth strategy; International business; International trade; Internet marketing

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