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Amazon: Balancing Customer Centricity with Employee Engagement

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.

Collection: IESE (España)
Ref: P-1165-E
Format: PDF
Number of pages: 11
Publication Date: Sep 15, 2017
Language: English, Spanish, Portuguese Portugal
Review date: Sep 1, 2020

Description

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.
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Year: 2017
Geographic Setting: Estados Unidos

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: Balancing Customer Centricity with Employee Engagement

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"Amazon: Balancing Customer Centricity with Employee Engagement"