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Running Head: AMAZON.COM® EVOLUTION 1® Evolution Eddie Baez, Estaban DeLaRosa, and Ather Syed Business Information Systems/219 May 16, 2010 Pamela Husband
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2® Evolution Globalization has increased the potential customer base of businesses significantly. The rapid advancements in technology allow businesses to aggressively pursue the newly opened global markets., although already established as a global brand, sees the rapidly growing Internet-based market as an opportunity to diversify its business model. To the casual observer, it may seem counterproductive for Amazon to expand into areas that may seem outside of its proven successful business model. We will examine Amazon’s databases and how Amazon uses its vast capabilities to compete in the information market. Our contention is that Amazon’s decision to diversify is not only prudent, but also was made necessary by the action of its competitors. In an effort to expand their hold on the global economy, Google and Microsoft have branched out into e-commerce. Amazon sees this expansion as a direct threat to its core business plan. To combat the entry of Google and Microsoft in to its arena, Amazon decided to challenge those companies in the search engine market. In October 2003, Amazon unveiled its own search engine. Amazon’s search engine is run through its independent subsidiary, (Rohde, 2004). As stated earlier, this expansion by Amazon may seem as a movement from its core competencies, but it is rather a necessary business step, to keep pace with Google and Microsoft’s entry into the online commerce market. The introduction of the A9 search engine incorporates the vast amounts of data stored in Amazon’s databases. These databases can be used to provide a more customer-centric search result for the user, based on their history (Rohde, 2004). Other uses of Amazon’s database are
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This note was uploaded on 12/19/2011 for the course BUSN 219 taught by Professor Staff during the Fall '10 term at Texas A&M.

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