In late 1999, Amazon.com founder and CEO Jeff Bezos - Man magazine just named Time Magazine of the Year - ponders the next steps for his company. After expansion in the number of categories in 1999, in the range of Z-shops Auctions on E-cards as well as increasing the number of retail properties to seven, Amazon.com, rapidly turning into an electronic retailer. But is Amazon.com 'strategy make sense? Critics fear that Bezos may be stretching the brand Amazon.com too far, instead of focusing on a few retail categories. Bezos sees an opportunity to dominate the online retailer of various categories - from the use of its database of 16.9 million customers -. Before the brick and mortar retailers are doing "Hide
by Jeffrey F. Rayport, Dickson L. Louie Source: HBS 12 pages. Publication Date: February 1, 2001. Prod. #: 901022-PDF-ENG
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