Amazon: Balancing Customer Centricity with Employee Engagement

  • Reference: P-1165-E

  • Year: 2017

  • Number of pages: 11

  • Geographic Setting: Estados Unidos

  • Publication Date: Sep 15, 2017

  • Fecha de edición: Sep 1, 2020

  • Source: IESE (España)

  • Type of Document: Case

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Amazon defines itself as the most customer-centered company in the world and explains its growth in various sectors as a way to offer more value to its customers. "Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online," according to Amazon's mission statement. This case presents how Amazon has grown quickly, and how it aims to balance this rapid growth while maintaining the motivation, innovative spirit and employee commitment to reach its goals with regards to its customers.

Learning Objective

The case, despite being very concise, allows for extensive discussion from various perspectives, from Amazon's obsessive customer orientation on all fronts, the tensions this generates for its employees, its positioning in the growth/profitability dilemma, etc.


Amazon Customer orientation E-Commerce Industry analysis Innovation Service management