Amazon Kindle Fire Case Study MSIT 451 Strategic Marketing Winter Quarter 2015 Professor Mulherm Gladiators Group: Jeff Aalto and Lisa Guinta January 22, 2015 Problem Jeff Bezos, Amazon’s CEO, faced a significant challenge from 2011 to 2013. During this period of time, the sales of tablets was skyrocketing. Amazon was known for its Kindle device which was the leading e-reader on the market. However, Bezos was contemplating a shift from a straight e-reader product, such as Kindle…
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