**SEE ATTACHED FOR PREVIOUS MODULE PAPER**In a previous module, you began developing your research plan/proposal, and now it is time to expand upon, perfect, and finalize your research plan by identifying:research methodologyinvestigative questionsmeasurement questionsmeasurement scale(s)likely participantspotential for errorshow you will compensate for or explain errorsYour final research plan should include key elements from your initial research plan/proposal submitted in an earlier module, and should mostly be written in paragraph form (use bullet points or a numbering system for the measurement questions). You do not have to include your full literature review, though it is a good idea to refer to and include aspects from the literature review that informed your research plan. Your plan should be aim to be approximately three pages; your plan may be longer depending on the demands of your research project.
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Running head: AMAZON CASE STUDY
Module 02 Course Project
Beginning Your Research Plan/Proposal and Literature Review
Rasmussen College B312/GEB3124
This paper is being submitted on April 14, 2019, for Professor Elizabeth MacDonald
B312/GEB3124 Section 01 Business Research and Analysis- Online Plus
AMAZON CASE STUDY
Amazon Case Study
In the past few years, Amazon has moved from a small retailer in Seattle to a global
empire with more than 300 million customers globally. It is the largest bookstore and one of
the most successful online ventures globally. Since it’ founding in 1994 by Jeff Bezos,
Amazon has expanded its operations by adding products ranging from accessories, video
games, fashion and music (Kandemirli, Bahadir, 2018). The company has a network of 40
million centres in seven countries (Amazon, 2019). This success story can be attributed to
Amazon’s business strategy that emphasizes innovative technology to streamline operations
and ensure great customer experience. Current Amazon’s employees work in technologyenabled environments where innovative technology is used to improve processes. One of the
most significant steps taken by Amazon was to provide an avenue for customers to search
and purchases books online. This innovation was a considerable blow to the traditional stores
that had not implemented digital technology to win customers. Amazon further expanded its
Amazon.com portal to sell appliances and accessories to other markets.
The paper is an attempt to answer the following question: How does technology shape
and influence business strategy at Amazon and contribute to greater customer experience?
The current study will be a case study analysis of Amazon Inc. The purpose of the
study is to explore technology innovation as a business strategy. The study will use
qualitative secondary data from literature reviews related to the study, and materials from the
AMAZON CASE STUDY
company’s website. Data will be analysed thematically to expose the role of technology in
ensuring improved customer experience.
Amazon has adopted innovative technology to ensure excellent customer experience;
new features allow users to find books with ease and read reviews by clicking review buttons
instead of the traditional methods (Amazon, 2019). The current business strategy at Amazon
focuses on the provision of a variety of goods and services at affordable prices to achieve
economies of scale and improved customer experience. Amazon’s digital strategy is expected
to enable limitless inventory, boost customer care and ensure lowest prices and high margin.
The company has nearly 600 billion products for sale on its platform and has been ranked for
nine consecutive years as the best company in terms of customer satisfaction. Some of the
innovative technology adopted by Amazon to ensure high margin include KIVA Robotic
Fulfilment, AWS, Amazon Robotics, Internet and digital services and content support.
Customer experience has become a significant competitive factor in today’s market.
Companies are focusing on innovative technology to put their business ahead of the
competition by improving customer experience. Customer experience refers to the quality of
all customers contact a company’s products (Hill, & Brierley, 2017). It includes different
aspects of a firm’s provision of goods and services, which range from packaging, advertising,
the product itself, customer care and reliability of service features.
Customer experience is a significant determinant of a company’s domination in the
market, and many companies understand that the key to success lies in providing excellent
customer experience. According to Visnjic, Weingarten & Neely, the focus has moved from
the narrow emphasis on introducing innovation to ensuring that the innovation, whether new
AMAZON CASE STUDY
or old, is the best there is in the market. Companies can provide the best customer experience
not by inventing new technology but by harnessing the power of existing innovations to offer
goods and services that exceed expectations.
Several Studies have focused on the role of innovation, and especially digital
innovation, in ensuring growth and improved customer experience. According to
Chesbrough, companies that ignore innovation die and not all innovations became a success
story. Today’s market is dynamic and innovative products keep popping up (Chesbrough,
2006). This means that managing innovation is a crucial part of any business growth and
expansion strategy. According to Visnjic, Weingarten & Neely, industries like manufacturing
and services witness 95 percent failed innovations (Visnjic, Weingarten & Neely, 2016). This
means that successful innovation is a complicated process that requires the integration of
Technological innovation is a privilege for improving productivity and streamlining
customer experience. This suggests that companies must ensure they have innovative goods
and services and advanced technology to attract customers and guarantee satisfaction. One of
the main concerns of digital innovation is trust, which involves security and reliability of
digital technology. The role of trust is more widespread in E-commerce activities’ where
customers do not interact directly with companies. Economic efficiency theories state that
businesses should ensure the lowest cost per output unit (Waldman, & Jensen, 2016). These
theories posit that high rates of competition should deter companies from raising prices to
unreasonable levels when attempting to maximize profits. This means that companies must
look for other ways of competing effectively in the market. According to Chen & Quester,
the application of technology is the key to improving services (Chen & Quester, 2015). Other
AMAZON CASE STUDY
studies found that technological innovation enhances the efficiency of operations and reduces
transaction costs for customers.
A study by Chappuis investigated the role of multiple digital technologies in the
consumer market. The study found that smartphone users are more likely to pay for digital
services and content than traditional users. Three of four iPhone users in the study were
repaying for one or more applications every month (Chappuis et al., 2011). The findings
suggest that as more services and content are distributed online using mobile channels,
demand for innovative digital technology will rise and competition will increase.
Many businesses are turning to self-service enabled technologies to streamline
customer experience by relieving from the burden of having to queue up. Some of these
technologies range from researching goods and services online before making a purchase
decision to self-scanning. Customers also look for products in the store before purchasing
them. According to Fernandez & Estevez, retailers are expected to provide a shopping
experience that can lead to customer loyalty and increased satisfaction. The introduction and
innovation of technology applications can be more relevant when customers are making
purchase decisions because they are less concerned with the variability of price (Fernandez &
Estevez, 2016). Online marketing has made it possible for businesses to build a brand and
attract customers from all over the world almost effortlessly. Most companies have a mobile
application to help customers get information and communicate with the customer care desk
To sum up, digital technology has become an integral part of any business growth and
expansion strategy. The development of e-commerce, internet, and mobile applications have
AMAZON CASE STUDY
revolutionized businesses operations and introduced new opportunities for increasing
customer experience. E-commerce and other technological developments have improved
customer experience. Today customers are making online purchases using their mobile
devices at any place. They can compare prices, find alternative goods and services and find
stores much more easily than before, thanks to digital innovation. Amazon is one of the few
companies to embrace digital technology as part of its business growth strategy. The
company has grown to become the leading retailer to books online and other products in part
due to the implementation of a business strategy that focuses on digital technology
innovation. The company provides a wide range of services such as technology, web services,
and digital storage, and an online platform for sellers and buyers to exchange goods and
services. Technology has led to improved business standards because Amazon can
immediately respond to customer needs, track online activities and identify patterns that can
be used to enhanced service delivery and increase satisfaction.
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Amazon (2017). Technology at Work. Retrieved from:
Chappuis, B., Guffey, B., & Parvizi, P. (2011). Are your customers becoming digital junkies?
McKinsey Quarterly, July, 1–4 Retrieved April 19, 2012, from
Chen, S. C., & Quester, P. G. (2015). The relative contribution of love and trust towards
customer loyalty. Australasian Marketing Journal, 23(1), 13-18.
Chesbrough, H. W. (2006). Open innovation: The new imperative for creating and profiting
from technology. Harvard Business Press.
Fernandez, T., & Estevez, F. (2016). Customer engagement and loyalty: A comparative study
between service contexts. Services Marketing Quarterly, 37(2), 125-139.
Geffen, D., & Straub, D. W. (2000). The relative importance of perceived ease of use in IS
adoption: A study of e-commerce adoption. Journal of the Association for
Information Systems, 1(1), 8.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Kandemirli, Bahadir. (2018). Amazon.com digital strategies: Amazon.com case study.
Visnjic, I., Weingarten, F., & Neely, A. (2016). Only the brave: Product innovation, service
business model innovation, and their impact on performance. Journal of Product
Innovation Management, 33(1), 36-52.
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Waldman, D., & Jensen, E. (2016). Industrial organization: theory and practice. Routledge.
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