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Amazon: The transformation of the consumer decision-making process

M2049(GB)
Résumé
Amazon appeared in 1995 with the initial objective of becoming the "Earth's Biggest Bookstore". After a few years, the website diversified its offering with other cultural products such as CDs and DVDs. Now, after a broader diversification process, it has become the "Earth's largest online retailer offering the widest range of products and services". Amazon is now one of the most powerful retailers in the world and the fifth biggest brand worldwide. The brand has benefited from the rise of e-commerce and has contributed to the transformation and simplification of the consumer decision-making process.
Objectifs pédagogiques
The main aims of this case are to introduce students and managers to, or help them to improve their understanding of
- the consumer decision-making process,
- e-commerce realities,
- strategic analysis,
- how to summarise, recommend, measure and decide.
Mots-clés
Amazon - Purchase - E-commerce - Digital - Strategic analysis
Public
Students : BTS - DUT - Licences - Masters
Secteur d'activité
E-commerce
Caractéristiques particulières
PPT: debriefing (14 slides)
2019
Livraison par lien de téléchargement
7 avec 2 page(s) annexe(s)
3h00 ( From 2 hours to a full day, depending on the time and personnel available, and level of detail)
51 - Commerce de gros et intermédiaires du commerce
Oui (9 pages) - incluse

Adhérents : 180,00 € HT / Non adhérent : 360,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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