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Amazon Cast Study - Brink of Bankruptcy

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Submitted By silverpetals1984
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1. From the viewpoint of its business model, what do you see as some of the key revenue drivers for Amazon.com (as defined by your text)?
On pg 43 of the text, Applegate defines a business model as a model that “defines how an organization interacts with its environment to define a unique strategy, attract the resources, and build the capabilities required to execute the strategy, and create value for all stakeholders.” She further goes on to explain that a business model “defines the linkages among key strategy, capability, and value drivers of business performance.” Amazon chose a unique approach to their business model that allowed for an evolving model focused on ensuring that they could capitalize on their key revenue drivers (their product line, their IT infrastructure/supply chain management, and their customer base).
Amazon started as an online bookstore and then moved into product expansion. It then added components of a marketplace and an online auction and went into equity partnerships. They then added the infrastructure services. On pages 124 and 125 of the text, Applegate presents a chart that provides some examples of revenue drivers within the core business model components of strategy, capability, and value.
According to Applegate, strategy revenue drivers include product differentiation and effectiveness of demand channels. Amazon’s product line is a key revenue driver that fits within the strategy component of a business model driver. By evolving their business model to include enhancements to customer experience (shopping carts, personalization, etc), Amazon was able to differentiate themselves. As they continued to grow, product differentiation remained a key revenue driver as evidenced by their desire to partner with Toys R Us to expand into new markets.
Capability revenue drivers include the effectiveness of revenue generating processes

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