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Analyse the 2 articles about Amazon, consider how strategy is developed and implemented from an emergent and deliberate perspect - Case Study Example

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Management Competitive Advantage and Creativity A company can gain a competitive advantage, when the profitability of the company is higher when compared to the average profit earned by other competing organisations for a particular set of customers (Mitchell and Coles, 2003)…
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Analyse the 2 articles about Amazon, consider how strategy is developed and implemented from an emergent and deliberate perspect
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"Analyse the 2 articles about Amazon, consider how strategy is developed and implemented from an emergent and deliberate perspect"

Download file to see previous pages Article 1 essentially revolves around the work culture of Amazon. The article deals with the recruitment, selection and absorption process of the organisation. The company after setting its office in Rugely, started recruiting in huge numbers. The company hired Randstad as its major recruiting agency. The hired workers were known as associates and were kept under a training period of minimum three months before they were absorbed by the company. The main objective behind this strategy was to find the top performing temporary associates for the available permanent vacancy. The company achieved creative advantage by following the kaizan approach to increase the efficiency of workforce. Every warehouse was appointed with a continuous improvement manager whose job was to look for any kind of hindrance or delay, and solve them. The company also appointed mobile problem solvers who continuously patrolled the warehouse to look for issues slowing down the operational process and fix them. Amazon started its operations as an online bookseller. Once the company became a prominent leader in the online book selling category, it started diversifying its operations into other sectors. From article 2, it is clear that product differentiation and diversification has provided a competitive advantage to the company (Ehmke, 2010). The company has also invested in technology to remain competitive in the market. The products of Amazon are essentially simple and easy to operate, which increases the customer preference. The company’s continuous investment in new and creative areas such as technology, cloud computing etc., has provided a competitive edge to the company. Strategy Development and Implementation A strategy can be defined as a scope and direction for the organisation, which is profitable to the organisation in the long run, makes the best and most efficient use of the resources, meet the needs and demands of the market and satisfy the stakeholder expectations (Anonymous, 2006). Different strategies are applied in different stages of business, such as corporate strategy, business strategy and operational strategy. Amazon is one the prominent leaders in the retail business. Article 1 reflects the overall operational strategy of the organisation. An operational strategy aims in efficient management of each operational unit of the company and to efficiently utilise the tangible and intangible resources of the company to generate maximum profits (Datta and Roy, 2011). To maximise the efficiency of its operational processes, the company has applied many strategies. The recruitment and selection process of the company is strict and rigorous. To optimise the efficiency of workforce and increase the cost-effectiveness, the company follows the strategy of recruiting and maintaining the best talent among the temporary job positions. Amazon’s efficient software helps workers to reach the target destination in least time and distance covered. To further monitor the work flow in the warehouse, kaizan strategy has been applied extensively. In kaizan approach every warehouse was appointed with a continuous improvement manager whose job was to look for any kind of hindrance or delay, and solve them. The company also appointed mobile problem solvers who continuously patrolled the warehouse to look for issues slowing down the operational proces ...Download file to see next pagesRead More
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