Managing Innovation in Business: A Case Study of Amazon

Managing Innovation in
Business

Executive summary
This report summarises the information of chosen organisation which is Amazon. It is a
technology-based company that offers different products and services over an e-commerce
platform. It consists of innovation history as Amazon adopt innovation from the time it started. It
is a company that is highly focused on innovation and also implements it fast in order to get the
advantage of the early mover. This report also includes the existing innovation performance of
the company as innovation provides various benefits to the firm and its performance. On basis of
it, the business has earned huge profit and it also creates a positive impact on the marketing share
of the business. there are different capabilities possessed by Amazon that will helps them to
adopt innovation in their organisation. Moreover, it summarises the adoption of the industry in
which Amazon operates in the year 2021. There are various changes occurring in this industry in
today’s time as there is increasing use of digital tools which provide them an advantage to get
growth and success in the marketplace.

Contents
Executive summary.........................................................................................................................2
Contents...........................................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Introduction of organisation and its innovation history...............................................................1
Organisation existing Innovation Performance and Capabilities................................................2
The Industry in 2021....................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Innovation can be described as creating something new with the idea, product or method. It is
introducing something new in business that will provide progress for the business or make
improvements in the existing offering of the firm (Antysheva, Kochinev and Sviridenko, 2019).
It is essential for a business as it allows them to increase sales and profitability on basis of
differentiating their offering from those of competitors. This project report consists analysation
of Amazon which is a technology-based company based in America. It is providing its service in
different parts of the world and is considered one of the largest companies. It is earning huge
profits and also has numbers of skilled employees working for the growth of the company.
MAIN BODY
Introduction of organisation and its innovation history
Amazon is a multinational organisation that is based on technology and focuses on cloud
computing, e-commerce, artificial intelligence, digital streaming and others. It is also considered
the most influential economic as well as a cultural force all over the world. It is one of
organisation which has the most value in the whole world. It is one of the organisation that was
founded by Jeff Bezos in the year 1994. It is an e-commerce organisation that was started as a
marketplace for selling books through online platforms (Baldwin and Curley, 2018). Later, this
organisation has expanded into different categories of products. There are different subsidiaries
of this organisation like Zoox, Amazon web service, Amazon Lab 126, Kuiper Systems and
others. There are some other subsidiaries of this organisation including IMDb Ring, Whole
Foods Market and Twitch. It is an innovation and technology-based company which is getting
success in the marketplace on a continuous basis. It is also serving different services all over the
world. This organisation is employing around 1622000 employees all over the world (Amazon,
2022). The aim of this organisation is to provide different services to its customers through an
online platform and also focus on price, convenience as well as selection.
Innovation history
Amazon is a technology-based organisation which is focusing on innovation from its initial
stage. In initial stage, it was started as online company which is selling books to its customers. It
is investing huge among in technology and marketing which will helps them to compete in the
market. Amazon in order to adopt innovation also offers CDs and DVDs to its customers and
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