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Amazon is a very successful on-line retail organisation. Initially, it specialised in books, but its products are now very diverse. It released the ‘Kindle’ – a portable device on which e-books can be read. It sells e-books which can be downloaded onto the Kindle – indeed; Amazon is reported to currently have about 90% of the e-book market.
In introducing the Kindle, Amazon entered into a change of strategy. It recognised that the way in which we read books is gradually changing, and saw that not addressing the growth of e-books could ultimately result in a large section of its business (paper copies of books) dying away. So, it has addressed this through leading the change.
Do you think that Amazon has managed this change successfully? Carry out some research on the Internet, and discuss this with your fellow students (use Discussion 10.14.1 on the LMS to share your thoughts).
You might find the following article useful to start off your research: Synder, C., 2009. Amazon’s E-book Strategy Re-Kindles Debate on Open Standards (Links to an external site.), Wired, [online].
