Ivey Publishing
Amazon: Customers and Climate Change
Product Number:
9B20M164
Publication Date:
09/29/2020
Revised Date:
09/29/2020
Length:
15 pages (7 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
On September 9, 2019, thousands of Amazon.com Inc. employees threatened to join the global climate strikes planned for the week of September 20–27, 2019. Employees were protesting the e-commerce giant's customer-centric approach and its lack of transparency regarding its carbon footprint. Pressure for more transparency was mounting—not only from employees but also from various non-governmental organizations, politicians, and competitors. However, transparency could reveal environmental issues that might lead to a boycott of the company's products and services. Furthermore, transparency and environmental initiatives could work against Amazon’s customer-centric approach, and would likely not be approved by the shareholders. Amazon.com Inc. needed to make a decision. Should the company adopt a confrontationist approach and steadfastly pursue its customer-centric approach in the interest of shareholders? Or, should it adopt a co-operative approach and change the company's business model to minimize environmental damage?
Learning Objective:
This case is designed for graduate-level courses on business environment and strategy that discuss non-market environments, non-market strategies, private and public politics, social pressure, and related strategies. Before the case discussion, students should have covered concepts such as the components of a business environment, the framework for analyzing a non-market environment, market strategies versus non-market strategies, integrated strategies, the formation of interest groups, and private and public politics. After working through the case and assignment questions, students will be able to
  • understand the non-market environment of business using David Bach's (ia)3-framework;
  • assess a company's vulnerability to private politics;
  • understand the non-market strategies of various private politics groups and activists;
  • identify non-market strategies that can counteract the strategies of private politics groups and activists in a non-market environment; and
  • select a business strategy by analyzing the pros and cons of various non-market strategies.
Issues:
Disciplines:
General Management/Strategy
Industries:
Retail Trade
Setting:
United States, Large, 2019
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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