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    • All HBS Web  (364)
      • Faculty Publications  (54)

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      Amazon.com, 2021
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      • July 2020 (Revised November 2020)
      • Case

      Pricing at Netflix

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein
      Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product...  View Details
      Keywords: Pricing; Marketing; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Price; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Technology; Internet; Online Technology; Technology Platform; Customers; Customer Satisfaction; Customer Value And Value Chain; Entertainment And Recreation Industry; North And Central America; United States
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and Amy Klopfenstein. "Pricing at Netflix." Harvard Business School Case 521-004, July 2020. (Revised November 2020.)
      • February 2020
      • Teaching Note

      Walmart Inc. Takes on Amazon.com

      By: David J. Collis, Andy Wu and Rembrand Koning
      Teaching Note for HBS No. 718-481.  View Details
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      Collis, David J., Andy Wu, and Rembrand Koning. "Walmart Inc. Takes on Amazon.com." Harvard Business School Teaching Note 720-437, February 2020.
      • 2020
      • Working Paper

      Reinventing Retail: The Novel Resurgence of Independent Bookstores

      By: Ryan Raffaelli
      This study examines how community-based brick-and-mortar retailers can achieve sustained market growth in the face of online and big box retail competition. The appearance of Amazon.com in 1995 led to a significant decline in the number of independent bookstores in the...  View Details
      Keywords: Bookstores; Competitive Strategy; Business And Community Relations; Customization And Personalization; Growth And Development; Retail Industry; United States
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      Raffaelli, Ryan. "Reinventing Retail: The Novel Resurgence of Independent Bookstores." Harvard Business School Working Paper, No. 20-068, January 2020.
      • 2019
      • Article

      More Amazon Effects: Online Competition and Pricing Behaviors

      By: Alberto Cavallo
      I study how online competition, with its shrinking margins, algorithmic pricing technologies, and the transparency of the web, can change the pricing behavior of large retailers in the U.S. and affect aggregate inflation dynamics. In particular, I show that in the past...  View Details
      Keywords: Amazon; Online Prices; Inflation; Uniform Pricing; Price Stickiness; Monetary Economics; Economics; Macroeconomics; Inflation And Deflation; System Shocks; United States
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      Cavallo, Alberto. "More Amazon Effects: Online Competition and Pricing Behaviors." Jackson Hole Economic Symposium Conference Proceedings (Federal Reserve Bank of Kansas City) (2019).
      • February 2019 (Revised September 2019)
      • Case

      Amazon in Fashion

      By: John R. Wells, Benjamin Weinstock and Gabriel Ellsworth
      According to many analysts and industry observers, in 2018 Amazon became the largest retailer of apparel in the United States and the second largest in the world, behind Alibaba. Much of Amazon’s apparel was made by third-party retailers on its platform, but Amazon had...  View Details
      Keywords: Amazon; amazon.com; Fashion; Fashion Accessories; Retail; Retailing Industry; Retailing; Asos; Inditex; Multi-channel Retailers; Online Retail; Online Retailing; Positioning; Private Label; Delivery; Spending; Online Technology; Competitive Strategy; Fashion Industry; Retail Industry; Apparel And Accessories Industry
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      Wells, John R., Benjamin Weinstock, and Gabriel Ellsworth. "Amazon in Fashion." Harvard Business School Case 719-481, February 2019. (Revised September 2019.)
      • January 2019
      • Case

      Walmart's Online Challenge: Amazon.com

      By: Rembrand Koning
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      Koning, Rembrand. "Walmart's Online Challenge: Amazon.com." Harvard Business School Case 719-461, January 2019.
      • October 2018
      • Article

      Competing with Complementors: An Empirical Look at Amazon.com

      By: Feng Zhu and Qihong Liu
      Platform owners sometimes enter complementors' product spaces to compete against them directly. Prior studies have offered two possible explanations for such entries: platform owners may target the most successful complementors so as to appropriate value from their...  View Details
      Keywords: Competition; Market Platforms; Competitive Strategy
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      Zhu, Feng, and Qihong Liu. "Competing with Complementors: An Empirical Look at Amazon.com." Strategic Management Journal 39, no. 10 (October 2018): 2618–2642.
      • February 2018
      • Case

      Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home

      By: Rajiv Lal and Scott Johnson
      Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies come into the space with their own strengths and weaknesses. Who will win?  View Details
      Keywords: Apple; Apple Inc.; Google; Amazon; amazon.com; Google Home; Homepod; Echo; Smart Home; Connected Home; Voice; Artificial Intelligence; Machine Learning; Internet Of Things; Smart Speaker; Connected Speaker; Intelligent Assistants; Virtual Assistants; Voice Assistants; Alexa; Google Assistant; Siri; Technological Innovation; Disruptive Innovation; Competitive Strategy; Business Strategy; Adoption; Hardware; Information Technology; Internet; Mobile Technology; Search Technology; Software; Technology Adoption; Technology Platform; Household; Electronics Industry; Technology Industry; United States
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      Lal, Rajiv, and Scott Johnson. "Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home." Harvard Business School Case 518-035, February 2018.
      • January 2018 (Revised January 2020)
      • Case

      Walmart Inc. takes on Amazon.com

      By: David Collis, Andy Wu, Rembrand Koning and Huaiyi CiCi Sun
      This case explores how Walmart should compete with Amazon.  View Details
      Keywords: Strategy; Competition; Competitive Strategy; Retail Industry
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      Collis, David, Andy Wu, Rembrand Koning, and Huaiyi CiCi Sun. "Walmart Inc. takes on Amazon.com." Harvard Business School Case 718-481, January 2018. (Revised January 2020.)
      • November 2017
      • Teaching Note

      Amazon.com, 2016

      By: John R. Wells and Gabriel Ellsworth
      Teaching Note for HBS No. 716-402. On January 28, 2016, Amazon announced record 2015 operating profits of $2.2 billion on $107 billion of sales, and the markets responded with cautious optimism. For years, founder and CEO Jeffrey Bezos had prioritized growth and...  View Details
      Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Internet; amazon.com; Amazonfresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Market Platforms; Two-sided Platforms; Competition; Internet; Corporate Strategy; Online Advertising; Business Growth And Maturation; Business Model; Business Organization; For-profit Firms; Film Entertainment; Games, Gaming, And Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms And Management; Taxation; Business History; Human Resources; Resignation And Termination; Books; Human Capital; Working Conditions; Business Or Company Management; Goals And Objectives; Growth And Development Strategy; Growth Management; Management Practices And Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking And Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-life Balance; Problems And Challenges; Labor And Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Hardware; Information Technology; Mobile Technology; Online Technology; Technology Networks; Technology Platform; Web; Web Sites; Price; Software; Marketing; Marketing Strategy; Working Capital; Customer Focus And Relationships; Customer Value And Value Chain; Retail Industry; Advertising Industry; Distribution Industry; Electronics Industry; Entertainment And Recreation Industry; Information Technology Industry; Manufacturing Industry; Motion Pictures And Video Industry; Music Industry; Publishing Industry; Shipping Industry; Technology Industry; Video Game Industry; Web Services Industry; United States; Washington (state, Us); Seattle
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      Wells, John R., and Gabriel Ellsworth. "Amazon.com, 2016." Harvard Business School Teaching Note 718-441, November 2017.
      • November 2017
      • Teaching Note

      Reinventing Best Buy

      By: John R. Wells and Gabriel Ellsworth
      Teaching Note for HBS No. 716-455. On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales....  View Details
      Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth And Maturation; Business Model; For-profit Firms; Customer Focus And Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, And Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms And Management; Business History; Cost; Selection And Staffing; Reports; Technological Innovation; Job Cuts And Outsourcing; Human Capital; Leading Change; Business Or Company Management; Goals And Objectives; Growth And Development; Growth And Development Strategy; Management Teams; Brands And Branding; Product Marketing; Consumer Behavior; Demand And Consumers; Media; Distribution; Order Taking And Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change And Adaptation; Public Ownership; Problems And Challenges; Programs; Groups And Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment And Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul
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      Wells, John R., and Gabriel Ellsworth. "Reinventing Best Buy." Harvard Business School Teaching Note 718-442, November 2017.
      • January 2017 (Revised August 2019)
      • Case

      X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A)

      By: Feng Zhu and Angela Acocella
      Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com’s third-party Marketplace, and online sales expanded rapidly. Over time, X Fire noticed that products of which it...  View Details
      Keywords: Ethics; Competition; Market Platforms; Online Technology; Small Business; Retail Industry; Canada
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      Zhu, Feng, and Angela Acocella. "X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A)." Harvard Business School Case 617-046, January 2017. (Revised August 2019.)
      • January 2017 (Revised August 2019)
      • Supplement

      X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (B)

      By: Feng Zhu and Angela Acocella
      Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com’s third-party Marketplace and online sales expanded rapidly. Over time, X Fire noticed that products of which it...  View Details
      Keywords: Ethics; Competition; Market Platforms; Online Technology; Small Business; Retail Industry; Canada
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      Zhu, Feng, and Angela Acocella. "X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (B)." Harvard Business School Supplement 617-047, January 2017. (Revised August 2019.)
      • March 2016 (Revised May 2018)
      • Case

      Reinventing Best Buy

      By: John R. Wells and Gabriel Ellsworth
      On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast...  View Details
      Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth And Maturation; Business Model; For-profit Firms; Customer Focus And Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, And Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms And Management; Business History; Cost; Selection And Staffing; Reports; Technological Innovation; Job Cuts And Outsourcing; Human Capital; Leading Change; Business Or Company Management; Goals And Objectives; Growth And Development; Growth And Development Strategy; Management Teams; Brands And Branding; Product Marketing; Consumer Behavior; Demand And Consumers; Media; Distribution; Order Taking And Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change And Adaptation; Public Ownership; Problems And Challenges; Programs; Groups And Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment And Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul
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      Wells, John R., and Gabriel Ellsworth. "Reinventing Best Buy." Harvard Business School Case 716-455, March 2016. (Revised May 2018.)
      • February 2016 (Revised May 2016)
      • Case

      Blue Origin, NASA, and New Space (A)

      By: Matthew Weinzierl and Angela Acocella
      Jeff Bezos, six years after starting a revolution in retailing with Amazon.com, turned his life-long passion for space into a start-up, Blue Origin. Blue (as it was called) was a part of the New Space industry, a collection of startup aerospace engineering companies...  View Details
      Keywords: Cost Vs Benefits; Partners And Partnerships; Transportation; Business Startups; Government And Politics; Business And Government Relations; Aerospace Industry
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      Weinzierl, Matthew, and Angela Acocella. "Blue Origin, NASA, and New Space (A)." Harvard Business School Case 716-012, February 2016. (Revised May 2016.)
      • August 2015 (Revised October 2019)
      • Case

      Amazon.com, 2021

      By: John R. Wells, Benjamin Weinstock, Gabriel Ellsworth and Galen Danskin
      In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The shareholders expressed their satisfaction (see Exhibit 2), but not all...  View Details
      Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Internet; amazon.com; Amazonfresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Market Platforms; Two-sided Platforms; Competition; Internet; Corporate Strategy; Online Advertising; Business Growth And Maturation; Business Model; Business Organization; For-profit Firms; Film Entertainment; Games, Gaming, And Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms And Management; Taxation; Business History; Human Resources; Resignation And Termination; Books; Human Capital; Working Conditions; Business Or Company Management; Goals And Objectives; Growth And Development Strategy; Growth Management; Management Practices And Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking And Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-life Balance; Problems And Challenges; Labor And Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Hardware; Information Technology; Mobile Technology; Online Technology; Technology Networks; Technology Platform; Web; Web Sites; Price; Software; Marketing; Marketing Strategy; Working Capital; Customer Focus And Relationships; Customer Value And Value Chain; Retail Industry; Advertising Industry; Distribution Industry; Electronics Industry; Entertainment And Recreation Industry; Information Technology Industry; Manufacturing Industry; Motion Pictures And Video Industry; Music Industry; Publishing Industry; Shipping Industry; Technology Industry; Video Game Industry; Web Services Industry; United States; Washington (state, Us); Seattle
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      Wells, John R., Benjamin Weinstock, Gabriel Ellsworth, and Galen Danskin. "Amazon.com, 2021." Harvard Business School Case 716-402, August 2015. (Revised October 2019.)
      • January 2013
      • Case

      Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)

      By: Frances X. Frei and Robin J. Ely
      On July 17, 2009, Zappos.com, a privately-held online retailer of shoes, clothing, and other soft-line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its Board of Directors' approval to offer to merge the two companies....  View Details
      Keywords: Customer Relationship Management; Online Technology; Mergers And Acquisitions; Organizational Culture; Growth And Development Strategy; Apparel And Accessories Industry; Retail Industry
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      Frei, Frances X., and Robin J. Ely. "Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)." Harvard Business School Multimedia/Video Case 612-701, January 2013.
      • April 2012 (Revised October 2013)
      • Case

      eBay, Inc. and Amazon.com (A)

      By: Ramon Casadesus-Masanell and Anant Thaker
      This case has been designed to explore strategic interactions among organizations with different business models. The case considers how a competitor successfully challenged the incumbent in a platform market defined by strong network effects and high switching costs....  View Details
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      Casadesus-Masanell, Ramon, and Anant Thaker. "eBay, Inc. and Amazon.com (A)." Harvard Business School Case 712-405, April 2012. (Revised October 2013.)
      • April 2012 (Revised October 2013)
      • Supplement

      eBay, Inc. and Amazon.com (B)

      By: Ramon Casadesus-Masanell and Anant Thaker
      A decade after BusinessWeek declared the competitive battle between eBay, Inc., and Amazon.com "a defining moment for e-commerce," Amazon established itself as the leader. eBay must decide what strategy to use in order to regain the upper hand: maintain its current...  View Details
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      Casadesus-Masanell, Ramon, and Anant Thaker. "eBay, Inc. and Amazon.com (B)." Harvard Business School Supplement 712-406, April 2012. (Revised October 2013.)
      • April 2012
      • Teaching Note

      eBay, Inc. and Amazon.com (TN) (A) and (B)

      By: Ramon Casadesus-Masanell and Anant Thaker
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      Casadesus-Masanell, Ramon, and Anant Thaker. "eBay, Inc. and Amazon.com (TN) (A) and (B)." Harvard Business School Teaching Note 712-407, April 2012.
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