Third, the company's management faced challenges in changing the internal culture of Amazon.com away from market share gains to profitability gains, and this would require intensive changes in the structure, processes, roles and responsibilities, and systems of the company.
Opportunities
There are many opportunities for Amazon.com however to continue growing during this phase of their history. First, the commercializing of their technologies through Amazon Web Services, One Click Ordering and other technological innovations have proven to be effective in generating a higher level of customer loyalty than had been possible when the online store was undifferentiated from competitors (Gupta, Lehmann, Stuart, 2004). Second the consistency and predictability of their execution due to systems integration and fulfillment processes working is generating a higher degree of trust in the company. Third, partnerships are providing incremental revenue and illustrate an emerging strength of the company for being able to scale globally. Fourth, there is the overall increase in online retail spending that is occurring as consumers begin to increasingly look to the Web as a means of convenience and time savings.
Threats
The amount of change required internally at...
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