What are the External, not internal, focus, Adding value, not cost reduction in online selling the books?. 2. How Business Understanding customers in online selling the books?. 3. How Business-driven innovation, not technology-driven in online selling the books?
Case Study: Refer to the case study Online Firm for Books
Online Retail is an Internet venture that was launched in July 1995, and has become
one of most famous site in cyberspace. It initially started out with a mission to use the
Internet to transform book buying into the fastest, easiest and most enjoyable
experience possible. Jeff Bezos, its founder, selected book retailing as it was a,
fragmented industry, with the two biggest booksellers at the time accounting for less
than 12% of total books sales. Unlike traditional bookstores, there are no bookshelves
to browse at Online Retail. From the website, customers can search for a specific book,
topic or author, or they can browse their way through the book catalogue. Visitors can
also read book reviews from other customers, the NewYork Times and other
newspapers and magazines. Customers can browse and then complete the sale by
entering their credit card information—in the early days, customers placed their orders
online and then phoned in their credit card information. Orders are processed
immediately and books in stock, generally bestsellers, are shipped the same day.
Customers are contacted by email when their order has been dispatched. Orders for
non-bestsellers are immediately placed with the appropriate book publisher by
Amazom.com. All contact with the company is done either through their World Wide
Web site or by email.
Over the years, the company has also expanded into other areas and now sells CDs,
consumer electronics, toys and games, and tools and hardware. It has also branched out
into electronic auctions. The company has also pioneered technologies such as
customer profiling and ‘1-click’ shopping. The profiling technology has enabled
Amazon to recommend books based on previous purchasing history and what other
customers who have bought similar books are also reading. In selling CDs, it permits
shoppers to listen to excerpts. Even today, the company strives to maintain their
founding commitment to customer satisfaction and the delivery of an educational and
inspiring shopping experience.
Questions
1. What are the External, not internal, focus, Adding value, not cost reduction in online selling the books?.
2. How Business Understanding customers in online selling the books?.
3. How Business-driven innovation, not technology-driven in online selling the books?
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