resources and capabilities, value needs to be maintained or enhanced for Amazon.com to retain their position of sustainable competitive advantage (Unit 2, The OU, 2010, p.60). Amazon's business model offers a synergistic combination of the following benefits which help them to remain competitive: • Shopping convenience • Ease of purchase • Speed • Decision-enabling information • A wide selection • Discounted pricing • Reliability of order fulfillment Amazon.com's…
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