Amazon

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  • 3:00 h
  • English
  • Certificate
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Course overview

Founded in 1994, Amazon has grown into the world's largest retail company. What is Amazon's success model? What strategies are promising for standing up to Amazon or leveraging it as a cooperation partner? How are other retail companies approaching this challenge?

In this E-Learning Course you can learn from Amazon's success factors and understand which strategies you can use to stay competitive.




  • E-Learning Course
  • Certificate: Amazon Readiness

What you can expect

Expert Knowledge

Gain comprehensive and excellent know-how, presented in a clear and accessible way.

High Flexibility

Learn when and where you want, at your own pace—whether during lunch breaks or after work.

Practical Approach

Acquire practical knowledge through real-world business examples and learn how to apply it effectively.
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Target group

This course is aimed at:
  • Mid-level management leaders
  • Specialists and project managers
  • Team leaders from various departments
  • Individuals interested in the retail industry
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Learning Objectives

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  • Amazon’s Development and Business Areas
  • Success Factors and Culture of Innovation
  • Strategic Analysis and Development
  • Customer Focus and New Technologies
  • Practical Actionable Recommendations

Course Content

In three chapters, you’ll gain detailed knowledge about Amazon—from its foundations and development to an in-depth look at key success factors. You’ll learn which strategies you can apply to remain competitive and receive actionable recommendations for your own business.

01 Basic Knowledge

In the Basic Knowledge section, you’ll start with an analysis of Amazon’s development over time, including the expansion of its business areas. Next, you’ll examine the composition of its current business segments and Amazon’s strategic investments. This is followed by an analysis of Amazon’s market positioning and value proposition, along with an overview of its primary customer base and methods for evaluating Amazon’s performance. Finally, you’ll explore common criticisms of Amazon.
  • Amazon’s Development
  • Amazon’s Business Segments and Revenue Shares
  • Positioning and Value Proposition
  • Primary Customers
  • Performance Evaluation
  • Opportunities and Risks of Market Power

02 In-Depth Knowledge

In the second chapter, you’ll deepen your understanding of Amazon’s business model and the core success factors that make Amazon the world’s most successful retailer: customer-centricity, a culture of innovation, and the use of cutting-edge technologies. You can leverage these insights to develop adaptive strategies for your own business.
  • Business Logic and New Revenue Streams
  • Success Factor: Customer-Centricity and Loyalty
  • Success Factor: Culture of Innovation
  • Success Factor: New Technologies

03 Practical Insight

In the Practical Insight section, you’ll learn how to take a strategic approach in four steps to either stand up to Amazon or collaborate with the company to strengthen your own position.
  • Understanding Amazon’s Expansion Behavior
  • Analyzing the Current Situation
  • Developing a Concrete Strategy
  • Cooperation Strategy
  • Confrontation Strategy
  • Measurement Methods and Continuous Monitoring
  • Strategy Adjustment and Reevaluation

Author: Prof. Dr. Thomas Rudolph

Thomas Rudolph is a full professor of Marketing and International Retail Management at the University of St.Gallen. For over 20 years, he has been teaching and researching in the fields of consumer behavior, digital marketing,    e-commerce, and strategic retail management.

In 2006, he founded the Retail Lab, a partnership program with international retail companies. As the director of the Institute of Retail Management at the University of St.Gallen (IRM-HSG), he leads numerous research projects and studies that have contributed to the institute's prominence. Prof. Rudolph is also the author of more than 11 books and over 400 articles on marketing and retail topics.

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