Question: 1. As we read the case, Amazon started its e-commerce business in the book retailing. In what ways, did Amazon create unique value compared to

1. As we read the case, Amazon started its e-commerce business in the book retailing. In what ways, did Amazon create unique value compared to incumbent players? In other words, what were the sources of competitive advantages in the Amazons business model?

2. As the company has grown, Amazon decided to open its retail platform to third parties. What are the advantages and risks of this?

3. Amazon has continuously introduced devices such as Amazon Kindle Fire, Fire Phone, Echo etc. Why is Amazon interested in developing products instead of concentrating on service?

4. If you are a competitor of Amazon, how would you position your business differently from Amazon? In other words, how can you survive in the online shopping market where the winner-takes-all is significant?

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