Amazon.com is a multinational e$-$commerce company, founded by Jeff Bezos, who is considered tobe one of the world's top innovative executives. Information systems in this company play a leadingrole because the company is an online retailer. The company started as an online store for books andrapidly expanded to sell everything, including beauty items, auto parts, clothes, electronics andgroceries. Amazon's logo shows an arrow that stretches from A to Z$,$ forming a smile to indicateAmazon's care for customers' satisfaction.Amazon has three main strategies which lead to competitive advantage: a leadership strategy,customer differentiation strategy, and focus strategy. The first strategy is based on offering productsof the same quality as other market offerings but at a lower price than the market. The secondstrategy is related to offeringa greater selection of products than competitors do$.$ The third strategyfocuses on niche customers through applying one of the other two strategies. Amazon's values affectits positively competitive advantage. Its two strong values $-$ customer satisfaction and operational"stinginess" $-$ complement the firm's operational approach in obtaining and sustaining an efficientcompetitive benefit and reinforcing the performance of both the firm and its employees.With workforce spread across different countries, the company faces unique challenges inmanaging its human resources effectively. In response to the rapidly evolving business landscape andtechnological advancements, Amazon has recognised the need to adapt its human resourcespractices to meet the demands of the future. The company has implemented several innovativestrategies to enhance its HR functions and ensure the development and retention of top talent.One key initiative undertaken by Amazon is the integration of artificial intelligence and automationinto its HR processes. By leveraging Al$-$powered tools for recruitment, training and performanceevaluation, the company has been able to streamline its operations and improve decision makingand employee engagement.Looking ahead, Amazon is committed to investing in continuous learning and developmentopportunities for its employees. The company recognises that ongoing upskilling and reskilling areessential to staying competitive in a rapidly changing business environment.In conclusion, Amazon serves as a compelling example of a multinational company that is proactivelyshaping the future of human resources. By embracing technology, fostering diversity and inclusion,and prioritising employee development, the company is well positioned to thrive in the years tocome.Question $11,2\mathrm{.}3$Amazon: Winning the losersOSTADIO $[$Human Resource Management IV $-$HRM$400][$Assignment $-$ Semester $12025]$Page $4$ of $52\mathrm{.}1$Question $22\mathrm{.}22\mathrm{.}3$What is your understanding of a company having a "competitive advantage"? Give reasons foryour answerto the aspects below, examine how the future of work will influence each.Jay Barney's resource$-$based view $($RBV$)$ model describes every organisation as a unique bundleof resources that allow it to implement strategies to give it a competitive advantage and leadit to good returns $($profits$).$ Barney indicates that an organisation's resources can becategorised into four groups. Name these groups and identify how Amazon.com fits into thesegroups. Make use of an appropriate example.$(40$ marks$)$Compile a list of what is needed to create a competitive advantage and assess Amazon.com'scompetitive advantage in those terms. Make use of practical examples.LeadershipThe Amazon case study refers to the new world of work, which involves many aspects. By referringThe electronic era$(10)$Strategic role of human resource management$(15)(15)(35$ marks$)(15)(10)(10)$ASSIGNMENT TOTAL: $75$ MARKS