When Jeff Bezos gave a talk to a class at Yale Business School in 1996, 1 audience told him, "You need to sell to Barnes and Noble now." Bezos understood how hard it is for established organizations to adapt. He knew Barnes and Noble would fail to adapt to the changing environment needs that Amazon could envision.

Question: Which kind of inter-organization relationship (resource dependence theory, collaborative network, population ecology, or institutionalism) does this case refer to? What and how do you think made Amazon a success? As a top manager at Barnes & Noble, how would you have done things differently to save the company from being outcasted by Amazon?