Role of Knowledge Management Strategies in Achieving Competitive Advantage: A Case Study of Amazon

This dissertation investigates the role of knowledge management strategies in achieving competitive advantage using the case study of Amazon. The report covers aims and objectives, literature review, research methodology and findings that improve understanding clearly.

BA Business UOS Dissertation
AN ANALYSIS OF THE ROLE OF
KNOWLEDGE MANAGEMENT STRATEGIES
IN ACHIEVIENG COMPETITIVE
ADVANTAGE
A CASE STUDY OF AMAZON
Word count: 9278
I declare that this assignment is all my own work and that I have acknowledged all materials
used from the published or unpublished works of other people. All references have been duly
cited.
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ABSTRACT
Employees are important assets to organization who have contributed to business
activities and functions for the purpose of managing all activities. Management is the concept of
planning, organising, directing and controlling the functions which are used to develop the
business productivity and profitability. The aim of this investigation is to investigate the role of
knowledge management strategies in achieving competitive advantage using the case study of
Amazon Knowledge management strategies outline how an organization will manage and
centralise company information, data and knowledge to improve business productivity and
efficiencies. The methodology used in this investigation is deductive research method positivism
research philosophy, mono-method qualitative research choice, and secondary data collection
method cross-sectional time horizon and case study research strategy. The recommendation for
the respective organization is building knowledge management training, productivity, products
and services along with relations with consumers. Finally knowledge management by comparing
knowledge management data to improve knowledge management processes.
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TABLE OF CONTENTS
ABSTRACT ...................................................................................................................................2
1. CHAPTER 1 ..............................................................................................................................4
1.1 Introduction……………. ………………………………………………………………….4
1.1.1 Background to Amazon .....................................................................................................4
1.1.2 Research Aims and Objectives ..........................................................................................5
1.1.3 Research Questions ............................................................................................................5
1.1.4 Research Scope ..................................................................................................................5
1.1.5 Rationale of the research ...................................................................................................6
1.1.6 Research Structure .............................................................................................................6
2. CHAPTER 2...............................................................................................................................8
2.1 LITERATURE REVIEW ....................................................................................................8
3. CHAPTER 3.............................................................................................................................15
3.1 RESEARCH METHODOLOGY ............................................................................................15
3.1.1 Introduction .........................................................................................................................15
3.1.2 Research approach ..............................................................................................................15
3.1.3 Research Philosophy............................................................................................................16
3.1.4 Research Strategy .................................................................................................................16
3.1.5 Research Choice ..................................................................................................................17
3.1.6 Data collection .....................................................................................................................17
3.1.7 Time Horizon........................................................................................................................18
3.1.8 Reliability and Validity .......................................................................................................18
3.1.9 Ethics and Limitation of the research .................................................................................18
4. CHAPTER 4.............................................................................................................................20
4.1 DATA ANAYSIS AND FINDINGS...................................................................................20
5. CHAPTER 5.............................................................................................................................25
5.1 CONCLUSION AND RECOMMENDATIONS ...............................................................25
5.1.1 Conclusions ......................................................................................................................25
5.1.2 Recommendations.............................................................................................................26
6. REFERENCES.........................................................................................................................28
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1. CHAPTER 1
1.1 Introduction
Management is the administration of an organization where managers are pressure to
formulate planning, organising, directing and controlling the activities which can help to improve
the business functions. This is important for each organization to understand what their
employees want and then offer kinds of products and services that can help to develop the
organizational performance. In other words, management is the involvement of people who
control a business or company (Colnar et al, 2019).
Strategic management is the process of setting goals, procedures and objectives that are
decided for the purpose of attaining competitive advantages. While running a business it is
necessary to offer a range of products by following all planning and strategies that could help to
operate all functions effectively. If there is a lack of planning and strategies, the organization has
to face the challenges that hampered their business negatively. Having good planning and
strategies could be an opportunity for business organizations that analyse the environment and
introduce the services accordingly.
Strategic management is the ongoing planning, monitoring, analysing and assessment of all
requirements that are important to fill and supports to develop the organizational performance
(Chen et al, 2020).
1.1.1 Background to Amazon
The present report covers a discussion about Amazon.com which is an American
multinational company that maintain focuses on e-commerce, cloud computing and artificial
intelligence which are used to develop the business appropriately and maintain higher
performance. This company was founded by Jeff Bezos by analysing the environment and
introduce the products by establishing super-market. The management of such organization
formulates different planning and strategies to run their business and attain the business goals
and productivity.
The company bring innovation and new technology at the workplace that supports to
introduce something new and attractive helps to improve the business performance in changing
environment (Parayitam et al, 2020). This could help to attain the higher business goals and
productivity at the workplace by accomplishing personal and professional goals. The researcher
will make the use of secondary research to collect data and information. The report covers aims
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and objectives, literature review, research methodology and findings that improves
understandings clearly.
Amazon.com Inc. is explained as American multinational technology company which
focuses on e-commerce, cloud computing, digital streaming and artificial intelligence. This has
been most influencing economic and cultural forces in the world. This was founded by Jeff
Bezos from his garage in Bellevue, Washington. This is important for each organization to
understand what is happening around and how their customers will be influenced to work
effectively so that kind of products as well as services are provided to customers which
supported to grow a business and accomplish the business goals. The company is world's largest
online retailer and marketplace, smart speaker provider and cloud computing services which are
used to develop the business activities and functions properly (About company's background.
2022). The management of company bring the innovation and technology to influence the
number of people and gets work done. This could help to increase the business productivity. The
company understand the needs and wants of their customers then brings the changes in their
existing products as it helps to increase the business performance and productivity.
1.1.2 Research Aims and Objectives
Research Aims: This research is aimed at investigating the role of knowledge management
strategies in achieving competitive advantage using the case study of Amazon. To achieve this
aim, the research has the followings objectives:
Objectives:
 To determine the conceptual framework of knowledge management;
 To explain the significance of knowledge management within Amazon;
 To determine various strategies of knowledge management that could be used by
Amazon to run their business;
 To explain different management challenges faced by Amazon while operating their
business in a competitive environment;
 To identify the impacts of the role of knowledge management strategies on Amazon in
achieving a competitive advantage;
1.1.3 Research Questions
 What is the conceptual framework of knowledge management?
 What is the significance of knowledge management within Amazon?
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 What are the various strategies of knowledge management that could be used by Amazon
to run their business?
 What are the different management challenges faced by Amazon while operating their
business in a competitive environment?
 What are the impacts of the role of knowledge management strategies on Amazon in
achieving competitive advantage?
1.1.4 Research Scope
The scope of current research is larger as researcher conduct the analysis by knowing the
environment and role of management which are uses for bringing right information. The current
research explains a study that states which research area will be explored in work and specifies
the parameters in which study will be operating. The researcher will come to know role of
management strategies and planning as it uses for bringing higher position by managing the all
functions and activities. This also helps to bring good performance and activities at the
workplace. The current research is about role of knowledge management and its importance
which are used to managing all functions by formulating plans, organise and directing the
individuals for the purpose of doing work and maintaining good performance (Bibi et al, 2021).
1.1.5 Rationale of the research
The current research is about knowledge management which are used by individual for
managing all functions and activities at the workplace. The researcher will improve their
understanding about role of knowledge management and its importance which are uses to bring
information and attain higher productivity. The main reason of research is to improve their
personal and professional knowledge. In context to personal, communication, interpersonal,
management and time management skills can be improved. In context to professional,
knowledge about role management and its related strategies information could be improved by
researcher that can help to maintain higher performance (Latilla et al, 2019).
1.1.6 Research Structure
The research structure is designed by a person for the purpose of conducting study and
achieving potential outcomes. The present structure of dissertation includes introduction, aims
and objectives, literature review, research methodology, finding & results and conclusion that all
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are important part of research. This could help to develop the all functions as well activities. The
chapters explains what is going to include in report and how to manage the data.
Introduction – This could be explained as basic section which is used by individual to
states what they are going to cover in their project report. This is important to individual person
to analyse the environment and topic that shows relevancy and validity of collected data. The
current research is about role of management strategies and planning which are designed for the
purpose of improving the business performance and productivity. The researcher will come to
know about role of management strategies and planning that are followed to regulate the
business (Martins et al, 2019).
Research Aims and objectives – This could be determined as activity in which aims and
objectives are decided by individual for the purpose of improving business performance and
productivity. In current research, aims and objectives are prepared by individual for
accomplishing their personal and professional goals (Li et al, 2019).
Literature Review – It could be explained as publication of data and information which is
collected by analysing the environment and climate. This is important for each person to collect
the information by bringing the right data verification and attainment of information. The
researcher will come to know regarding importance of strategic role performance that are used to
complete the research in certain period and attain performance (Nwankpa et al, 2021).
Research Methodology – This could be explained as method and procedure which are
used to showing the data presentation and methods of conducting research. This is important for
researcher to analyse the environment and bring innovation that could be used to accomplish the
business goals and productivity. The current research is about role of strategic management and
its importance that are used by employer for the purpose of bringing higher performance and
productivity (Mayasari and Chandra, 2020).
Findings and results – This stage of structure is being used by individual for the purpose
of receiving right information and receive results by designing charts and tables. This can help to
manage all functions and activities under role of strategic management that are supported to
business organization and managing the higher performance (Maalaoui et al, 2020).
Conclusion – This is the ending layer and activity which is used by describing the final
results and information regarding what methods and techniques has been used by researcher to
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collect the data. The strategic management is used to formulate the planning and strategies which
designed to bring innovation and developing the employee’s performance.
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2. CHAPTER 2
2.1 LITERATURE REVIEW
A literature review is the comprehensive summary of previous research on a topic which
can help to develop the understanding and knowledge of a researcher for the purpose of
collecting data and manage the activities. If there is no proper literature review, then could be
challenging to collect the data regarding specific topic. A Literature Review states what are the
main objectives of current report and how they could be achieved properly. This is important for
an individual to conduct the research report by selecting a best topic and managing all activities.
The present research report is about knowledge management which is used to influence the
number of people.
To determine the conceptual framework of knowledge management
As per opinion of Zia (2020), a collection of method being relates to sharing ideas,
knowledge and creating ideas is known as knowledge management. It is important to
organization to focus over multidisciplinary approach which is used by business industry to
achieve objectives by making best use of knowledge. Knowledge management is the process by
which an enterprise collects, organises, shares and analysis its knowledge in a way that is easily
assessable to employees. This is important for each organization to have focus over managing
knowledge and skills regarding specific topic as it provides fresh knowledge to developing
business performance. In other words, knowledge management is continuous process of
capturing, storing, sharing and managing the data effectively that are used to increase the
employee’s performance and productivity (Alshawabkeh et al, 2020). If there is lack of
knowledge, then could be challenging for organization to manage their business as it affects the
productivity and profitability.
The types of knowledge management are people, process, content and strategy which are
formulated by an individual for the purpose of getting task done and managing all activities. The
management is having major role as its analysis the business environment by using their skills
and abilities to work which supported to grow a business and maintain higher performance. The
best component of knowledge are people, process, content and strategy which are used by
organization for the purpose of growing their business in changing environment and attaining
higher performance. The people are those individuals who have collected to accomplish the
common goals by bringing good knowledge and skills at the workplace. This could be explained
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as main process which are used to bring new data and information regarding particular topic and
supports to accomplish the business goals.
The theories of knowledge management are organizational, ecological and techno-
centric. This mainly focuses on organization structure and states how company is designed
culturally and hierarchically to manage knowledge. In context to Amazon, knowledge
management is the regular activity which is used by individual for the purpose of sharing data
and bringing good knowledge that can help to reach the targeted customers. This is important for
each organization to have good knowledge regarding particular topic as it brings higher
understanding and managing the data properly. If there is lack of data management and skills
then could be challenging to operate their business and productivity. The primary goal of
business organization and knowledge management is to improve their efficiency, productivity
and retaining critical information within the company. This could help to accomplish the
business goals and profitability by managing all data effectively. The management of Amazon,
analysis the environment and bring higher information regarding particular topic which
supported to grow a business and attaining higher performance (Sun et al, 2020.).
To explain the significance of knowledge management within Amazon.
As per opinion of Ode and Ayavoo (2020), knowledge management is the main activity
for any kind of business as it is used to know what an organization wants and how it will receive
the business productivity. In a business industry there is need to various resources such as
capital, human resources, employees, place and strategies to grow a business and attaining the
higher productivity. Knowledge management is the continuous method collecting data in relation
to create, share and managing the knowledge and information in an organization that could help
to reach the targeted customers and develop the business performance. In other words,
knowledge management is the involvement of organising, creating, using and sharing the
knowledge for the purpose of doing any kind of work and attaining the higher productivity. This
is applied across the world, in all industries, sectors, public and private organizations that are
used by management to improve opportunity enhancement. In relation to Amazon, knowledge
management is defined below:
Employee Awareness – This is important for each organization that their employees
should be aware of their tasks and responsibilities as it understand the goals and give their
contribution to accomplish the business goals. Employees are main assets of organization who
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helps to operate the business by understanding their goals and objectives. In context to Amazon,
knowledge management is important to create the awareness between people who is working at
the workplace and bring higher performance (Nurulin et al, 2019).
Availability – This determined as knowledge management is needed while working from
offices or on the road at the customer’s site. This enables to increase response to customers,
partners and co-workers that are used to develop the business activities and functions. This is
important for each organization to make available all resources and facilities to their customers,
employees and partners for the purpose of developing the business performance. This also helps
to attain higher productivity.
Timeliness – Knowledge is uses to evaluate the wastages of time for the distribution of
information. This is important for each industry that their functions and activity will be done on
right time and aspects which supports to develop the business productivity. In context to
Amazon, knowledge management is important as managers evaluate the function and event in
certain period of time that supported to grow a business.
Adapt organizational change – Changes are important to business organization which
are used to introduce the different types of products and services that could help to regulate the
business effectively. The knowledge management is mainly used by individual and management
to develop, acquire, process and retain the old knowledge that can help to accomplish the
business goals and productivity. In context to Amazon, knowledge management is most
important that are used by business management for the purpose of introducing new changes and
technology to improve the business performance. The management identify the needs of their
customers and introduce kind of products in changing environment that supports to grow a
business effectively.
Helps in decision making – For a business industry decision making is the main aspects
which are used by business organization for growing a business continuously. If a business is not
operated properly then there is need to have good planning and strategies by using knowledge
management that could help to overcome the issues and maintain higher performance. In context
to Amazon, knowledge management is important as it mainly used to make the right business
decision that supports to attain higher performance and productivity. This also helps to give
ideas regarding future by showing past and collect various information that supports to develop
the business productivity.
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Transfer knowledge – Knowledge management is the main activity of sharing
information among employees in the organization that supports to develop employees at the
workplace. This is important for each organization and employees to transfer their knowledge
and skills which can be used to bring new activities and performance in order to grow a business
effectively (Albassami et al, 2019).
Reducing Risk – This is another role of knowledge management which are used by
individual for the purpose of identifying risk and solving all issues that supported to grow a
business continuity and maintain higher performance. For each organization it is important to
have right information and knowledge regarding particular topic which supported to grow a
business as it introduced optimum solution and productivity at the workplace. In context to
Amazon, management is having major role as it identify the risk which they are facing while
running their business and introduce the optimum solution which supported to grow a business
and attaining competitive advantages.
From the above it can be concluded that knowledge management is the important aspects
which needs to have in individual and management as it uses to formulate planning, organising,
directing and controlling the business activities at the workplace which supported to grow a
business continuously. The management is having major role who identify the market and
business environment for the purpose of identify risk and provide optimum solution which could
help to grow a business continuously.
To determine various strategies of knowledge management that could be used by Amazon
to run their business.
As per opinion of Massingham (2019), managing knowledge is the important aspects
which is used by individual for identifying the risk and bring out optimum solution which
supports to grow a business and attain higher productivity. Knowledge management is the
continuous process of sharing the knowledge and skills with other people who have collected to
achieve the common goals and maintaining higher performance. The knowledge management
tools relate to technology that helps team members to collect, organise and share the information
by crossing a business and for its customers. If there is good management and knowledge then
could be effective to grow a business and maintain the higher performance. This is the
involvement of people, process, IT and strategy which are designed for the purpose of bringing
higher functions and activities. The management is having major role who identify the needs and
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wants of their employees as well as customers then offer the kind of products and services for
growing a business and attaining the higher goals. Goals are decided by business industry by
analysing their competitive environment and formulate kind of strategies that could support to
bring new functions and activities at the workplace and maintaining good results.
Amazon can adopt different types of knowledge management theories for knowledge
management. Some of the theories of knowledge management which can be used by Amazon for
knowledge management are provided below:
 Organizational Knowledge management theory: The hierarchical, cultural and structural
design of the company and the ways in which it impacts knowledge management and
knowledge processes is the main focus of the organizational knowledge management
theory. According to this theory of organizational management, organizational
knowledge is constituted by a continuous mix of contextualized experiences values and
information which is informed by organizational culture and structure. Organizational
culture affects knowledge management in a company as knowledge searching and
sharing is influenced by employee interaction and knowledge desired by employees. In
addition to this,, organizational structure affects knowledge management The ways and
degree power, roles and responsibilities are delegated, controlled and coordinated in an
organization is defined by the organizational structure along with the flow of information.
In this way organizational structure influences knowledge distribution and
implementation of knowledge management system (Valmohammadi et al, 2019). .
 Ecological Knowledge Management Theory: Sharing knowledge with the help of
learning communities, employee interaction, people and relationships in an organization
along with the internal and external factors which lead to knowledge sharing are the
chief points of focus of the ecological knowledge management theory. According to this,
theory the knowledge ecology of a specific company constitutes four segments which are
knowledge, communities, organizational resources and external environment.
Furthermore the knowledge community is grouped by different types of knowledge
population such as marketing, finance, R&D. The knowledge community is created
through the usage of organizational resources and maintains balance with the external
environment through four ecological mechanisms: distribution, interaction, competition,
and evolution. An intricate and interconnected ecological system for knowledge
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management is provided in this theory which can be used by any organization to
improve their knowledge management (Bibi et al, 2021).
 Techno-Centric Theory of knowledge management: As per this theory the focus of
knowledge management is on the technological aspects of sharing knowledge and the
procedure of designing technology for knowledge management an important part of the
overall knowledge management goals (Wu et al, 2019). This knowledge management
theory emphasizes the importance of technology in controlling and protecting the
external environment. Businesses can use this theory of knowledge management to
improve the usage of digital and automotive technology in their organization and
positively impact on the knowledge management system, procedures and practices of the
firm.
To explain different management challenges faced by Amazon while operating their
business in a competitive environment
As per opinion of Samiei and Habibi (2020), competition is the major task for each
business organization as it affected the business positively or negatively. To operate a business
there is need to analyse the environment and number of similar businesses which are operating in
same market that could impact on business performance. Competition is the important for
business organization where it became important for business industry to evaluate the rivals and
offer better kind of products and service for the purpose of attaining business goals. Amazon is
the larger size supermarket that offers range of products and services by using new technology
and e-commerce for reaching to their targeted customers and supports to develop the business
productivity. In context to supermarket different types of challenges are faced by Amazon while
running their business in competitive environment such as:
Lower productivity and selling activities – For retail sector increasing of sales and
performance is important as it helps to increase the organizational productivity. The environment
is changing day by day where many businesses has been established, companies are providing
range of products and services in retail sector. If there is right information about competitors and
weaknesses then it could be convert in to opportunity for another business and helps to increase
the business performance. In relation to Amazon, management has faced the challenge of lower
sales and productivity as there many retailing companies who are selling products and services at
less prices that affected the business negatively.
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Lack of employees – Knowledge management is needed at every place as it uses to share
the information with others and get work done accordingly. This is important for each
organization to understand the changing environment and share details with employees which
can help to accept the changes and bringing higher performance. In relation to Amazon,
management is weak due to which employees are facing the issue in managing the business
functions and activities. This has been created the challenges for business industry to operate
their business in changing environment and affected the business negatively (Iddy, and Alon,
2019).
Facing challenges in sharing the information – Knowledge management means to
share the information and bringing higher performance by managing the changes and sources at
the workplace. If there is knowledge management then all functions could be control by
management which supports to develop the business performance. In relation to Amazon,
number of employees are working collaboratively where it became important to make the use of
sharing knowledge but due to lack of engagement in business function chosen organization faced
the challenges of running business in competitive environment.
Increasing employee turnover – The meaning of employee turnover is when people are
not satisfied with business services while working in organization then make decision to leave
that direct affect the business organization and productivity negatively. This is important for each
organization to that their employees should be satisfied and motivated who could work for long
period of time and supports to develop the business performance. Amazon has faced the
challenge of increasing employee turnover while running business as they are not satisfied and
motivated with business regulations and services.
Increasing social issue – In business industry huge number of employees are working by
creating a social environment where they feel free to share their information. In case there is lack
of employee engagement and involvement who feels disruption while sharing the information
and managing the data. This has been affected the business performance and activities of
Amazon as it created challenges in running their business (Zaim et al, 2019).
From the above it can be reviewed that different types of challenges are faced by Amazon
while running their business in changing environment. Management is having major role as it
used to formulate planning, organising, directing and controlling the business functions which
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are mainly used to operate a business and attaining higher performance by reducing challenges
effectively.
To identify the impacts of the role of knowledge management strategies on Amazon in
achieving a competitive advantage
As per opinion of Areed, Salloum, and Shaalan (2021), knowledge management is the
activity of sharing the knowledge and skills with other people who pressures to operate the
business and managing all functions effectively. This is important for each individual to analyse
the environment and comes to know how business functions could be performed well and
maintaining higher performance. The aims of business organization is to achieve the business
goals and competitive advantages by arranging the resources and information as it helps to
accept the changes and providing right benefits. In context to Amazon, management is having a
major role who analysis the environment and comes to know how strategies to knowledge
management is helpful for organization as provides competitive advantages such as:
To influence and attract the number of customers – Knowledge management plays an
important role as it mainly used by employer and employees to share business related
information and get work done timely. This could also help organization to influence and attract
the number of customers at the workplace so they could work systematically. In relation to
Amazon, number of employees could be influenced and attracted as they understand the
requirement and give their participation to work effectively. This can help to develop the
business performance and productivity by managing all functions and activities.
To bring new technology and innovation – The environment is changing where
existing activities and functions are converted into new one as it makes the use of new
technology and innovation that supports to develop the business productivity. In relation to
Amazon, management plays an important role under role management as it uses different
communication channel and resources such as telephone, mobile, emails, social media, twitter,
Instagram and others for the purpose of sharing information and gets work done. This could help
to attracts the number of employees and encouraged to work continuously.
Increasing customer base – To offer better quality of products and services in changing
environment could be opportunity for business organization as it supports to introduce the new
technology and processes which are used to handle a business properly. If organization is able to
offer good quality and design of products and services then it will be opportunity to grow a
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business and managing higher performance. Amazon is larger size supermarket that analysis the
environment and then offer quality of products and services in environment resulting increase in
customer base and productivity.
Keeping competitive prices – The prices is considered as main factor which are setting
by business organization by covering all incurred incomes and expenses in order to attaining
competitive advantages. If there are fair prices of products and services then could be
opportunity for business organization to influence the number of customers and supports to
increase the business sales and profitability. In relation to Amazon, competitive advantages are
taken by management who sales their products and services at retail prices which are less than
other companies that helps to increase sales and profitability in changing environment.
From the above it can be determined that strategies to role management are important to
bring and share information regarding particular topic as it supports to make right decision. In
relation to Amazon, management is having major role who uses knowledge management for the
purpose of sharing information regarding particular products and services, delivery, cash
payment and operational functions which requires to perform well and maintain higher
performance.
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3. CHAPTER 3
3.1 RESEARCH METHODOLOGY
3.1.1 Introduction
This could be explained as main activity which is used by researcher to collect the data
and information from different aspects and authors. This can be explained as specific way that
could be used to solve the research problem that could help to develop the business performance.
It may be understood as a science of studying how research is done scientifically. Research
methodology is the description, explanation and justification of number of research methods that
are used to collect the number of information by managing all functions and activities. It is the
procedure by which researchers collect data from a variety of sources in order to provide reliable
information about a subject. This is important for research to analyse the environment and comes
to know what needs to do and how it can be performed to all functions and activities. The
research is the study of particular topic and supports to develop the organizational performance.
The management requires having proper information and data regarding specific topic and
attaining higher performance. Research methodology is the way of study that can be used to
solve the problem pertaining in business organization and research area that could be used to
bring new functions and activities by adopting changes. In other words, research methodology
could be explained as main function and method to collect the information from various
resources and attaining higher productivity effectively. This involves number of stages to collect
the data which is relevant, valid and appropriate to complete the study (Shabbir and Gardezi,
2020). This portion of the research is crucial since it aids the researcher in gathering and
analysing precise and reliable data about the research topic or study. This also helps the
researcher answer two important questions: which approach is best and how will it benefit the
researcher in conducting the research.
3.1.2 Research Approach
The research approach is a set of tactics employed by the researcher to generate
hypotheses from which useful conclusions can be drawn about the subject. This strategy can be
divided into two types: inductive and deductive. The research approaches are the planning and
procedures of collecting data and information from resources which are used to develop the
understanding and managing all functions effectively. The full inquiry in this study was carried
out using a logical method by the researcher. The use of inductive approach is possible when
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information are collected regarding one topic which is specific and cleared that could help to
develop the right information and effectively. On the other side, use of deductive approach is to
get valid and relevant information regarding multiple topic by managing all information and data
accurately. This method assists the researcher in quantitatively aligning the study question in
order to obtain dependable results. This is important researcher to receive a topic and collect the
information which could help to develop the business productivity and profitability. This method
devoted to explanation of surprising, facts or puzzles which are involved to gather information
regarding role of knowledge management. This is important for each individual to have right
data information and brining higher performance to complete their study (Shahzadi et al, 2021).
Justification - For the current study the deductive research method was applied. As the
topic of current study is role of knowledge management that means to transfer the knowledge
with others and get work done which can help to develop the business performance and
productivity. The researcher will also come to know that how to transfer the knowledge from one
person to another by using a systematic manner.
3.1.3 Research Philosophy
A research philosophy is a set of current ideas that are used to guide future research in
order to achieve a thorough understanding of a topic. The research philosophy is considered
principle set which are used by individual and researcher to collect the right information as well
as data. This is important for each person to receive a topic and use their skills and techniques to
collect the information appropriately. In this field, there are fundamentally two sorts of
ideologies: positivism and interpretivism. The interpretivism philosophy is uses to focuses on
individual’s beliefs, motivation, reasoning and quantitative data that can help to manage the all
functions and activities effectively. The positivism is an empiricist philosophy that holds all
genuine knowledge is either true and positive. The researcher requires to analysis the market and
comes to know how each function could be performed effectively. On the other side,
interpretivism approach is requires to have collected data on the bases of one person’s beliefs
and aspects that could be used to manage the all functions (Iacuzzi et al, 2021).
Justification – The researcher in this study employs the positivism research theory since
it facilitates in the collection of quantitative facts on the subject. The key benefit of this method
is to collect relevant and right information from different sources and techniques. This could be
explained as main methodology uses by researcher to collect right information and manage the
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data properly. The current research is regarding role of knowledge management which are uses
by employer and employees in Amazon to share the information and bringing changes
accordingly that could help to develop the performance. The management of selected
organization focuses important role as it bring higher data and functions at the workplace and
supports to improve the business productivity.
3.1.4 Research Strategy
This is a technique that helps a researcher to collect and analyse data more efficiently.
Strategy could be explained as planning and procedures which are formulated by an individual
for the purpose of managing the right information and encouraged to take right decisions.
(Pearson and Mitroff, 2019).
Justification – Case study research strategy will be implemented for completing the
respective investigation. Under this investigation secondary qualitative data will be collected and
analyzed for accomplishing research objectives and answering research questions. This is
justified option for the research strategy for this investigation because case study research enable
effective illustration of theories and showcase the ways in which different concepts and aspects f
a concept are related to each other.
3.1.5 Research Choice
This is the method by which the researcher collects and analyses data efficiently. The two
types of research methodologies offered are quantitative and qualitative research methodologies.
The research choice is explained as method which consider number of planning and activities
that are used to develop the project properly. If there is lack of information then could be
challenging for organization and individual to perform their required functions and maintaining
the higher performance. This considers three types of methods such as mono, multi and mixed
uses to improve the information. The mono method is used to collect either qualitative and
quantitative data. The multi method is uses to collect qualitative method. And use of mixed
method is possible when qualitative and quantitative method to collect the information and
managing it properly.
Justification - The mono method in the form of qualitative data collection and analysis.
This technique aids the researcher in getting in-depth knowledge about the issue and digesting
numerical data more quickly because it is simple to compute (Latif et al, 2020). Here qualitative
research data is collected by using variety of sources such as books journals and online articles.
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3.1.6 Data Collection
The practise of gathering high-quality data in a more reliable and effective manner is
known as data collection. Data collection is the main technique and tool uses by researcher to
collect the right information and data properly. This method allows a person to involve in answer
to the relevant questions. The method of data collection is primary and secondary. When the
information is collected from first hand sources and at first time could be considered as primary
data of collection. On the other side to collect the first hand resources and data there is need to
have right information and adaptability which can be used to develop the business performance.
The use of primary resource are questionnaire, observation, interview and others. The use of
secondary data is possible when it is collected from secondary and already collected resources
which can help to accomplish the business goals. The example of secondary resources is Google,
journal, preliminary information and article that could help to manage all functions (Colnar et al,
2019).
Justification –. The researcher will make the use of secondary method to collect
information that can help to bring higher performance and effective completion of the research.
The secondary data collected for the present investigation was gathered by using the search
engine Google Scholar. Articles related to knowledge management and knowledge management
at Amazon was reviewed. After this the reference of the articles was also examined and the full
text of the overall research was examined. The selection of the articles, journals and research
paper for this study was conducted on the basis of the abstract, methodology, location and
sample size. In order to complete critical appraisal of the research topic online articles were also
collected by using the Goggle search engine. A specific strategy was needed to collect accurate
and credible sources for the investigation. For this purpose several keywords were used such as
‘knowledge management’ Amazon knowledge management’ ‘Knowledge management strategy’
and the online articles were reviewed for effective secondary data collection.
3.1.7 Time Horizon
In order to perform the research in a methodical manner, it requires a lot of time. Cross-
sectional and longitudinal time frames are the two types of time horizons. Also, it is the short-
term investigation (Ardito et al, 2019). The management have identified the importance of
knowledge management which can be used to developing the organizational productivity and
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profitability by managing the all functions and activities. In this study, the researcher used a
cross-sectional temporal horizon. This method is the most cost-effective and it aids the
researcher in obtaining reliable and accurate information in a timely manner. The cross-sectional
horizon will help to contain knowledge and skills regarding specific topic which can be used to
attaining higher performance (Wu et al, 2019).
3.1.8 Reliability and validity
In simple terms research reliability is the degree to which research method produces
stable and get consistent results. This means when a researcher is going to collect the information
regarding specific topic then it needs to make sure that all information are reliable and supportive
as it bring bunch of data and functions. The researcher needs to analyse the all functions and
topic clearly as it support to receive the positive outcomes. The measurement is considerable and
reliable as it bring collection of information and proper arrange of data (Valmohammadi et al,
2019).
The validity of research study explains how well the results among the study participants
represents true findings among similar individuals outside the study. According to this, all
information and data should be valid and accurate as it develop the understanding and knowledge
effectively. The current research is about knowledge management which is used to attaining the
higher performance regarding topic. The research will be appropriate and valid by containing all
functions and activities as it supports to attain positive outcomes (Albassami et al, 2019).
3.1.9 Ethics and limitation of research
Ethics are the moral duty of individual which needs to be follow while conducting the
research as it could help to collect right data and information. If there is no application of ethical
principles and standards then could be challenging to regulate the business and other activities.
The current research is about knowledge management where informed consent, concisely, timely
informations are updated accordingly. This could help to increase the business performance and
productivity that can help to accomplish the business goals (Nurulin et al, 2019).
While conducting the research acknowledgement of shortcoming could be identify so that
each work will be done timely. The limitations could create the challenges for individual as they
are unable to collect the information. The research has identified that limitations such as lack of
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resources, lack of time, less capital and lower management that directly affected the productivity
(Sun et al, 2020).
4. CHAPTER 4
4.1 DATA ANALYSIS AND FINDINGS
Theme 1
What is the conceptual framework of knowledge management?
Illustration 1: Conceptual framework of Knowledge management. 2022
This theme explains that knowledge management is the involvement of insights,
information, advice, process, technology and practices which are used by individual person to
complete their study in certain period of time. This is important for each individual to identify
the market and comes to know how each function and activity could be perform as it brings
collection (Chen et al, 2020). When this question have rise to all people then different opinions
have been received. Some explains that without knowledge management it will not be possible to
manage the all functions and activities as it bring the changes in existing performance and
complete the goals. If there is lack of sharing, then could be challenging to regulate the business
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as it make harder to complete the work in certain period of time. (Conceptual framework of
Knowledge management, 2022). The researcher have conducted the research to know about
knowledge management which is used to sharing the information and data properly regarding a
topic. If there is proper information and details then could be supportive to grow the business.
The person requires to have abilities and skills to share the knowledge as effective decision could
be make accordingly (Alshawabkeh et al, 2020). In context of Amazon knowledge management
at the organization is an important part of overall organizational development because it helps
the company preserve and optimize knowledge and information to maintain competitiveness.
Knowledge management at the respective company involves using digital technology to ensure
that the flow of information and knowledge sharing is continuously improving so that the staff is
supported to make improvements in various businesses processes and activities (Posey, 2019).
Theme 2
What is the significance of knowledge management within Amazon?
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Illustration 1: Significance of knowledge management within Amazon. 2022
This theme explains that knowledge management is the important aspects which is used
to sharing the information regarding particular topic and supports to complete the task in decided
period. The main role of knowledge management is to creating employee awareness and
managing the multiple tasks by allocating within employees so that each function and activity
could be perform effectively (Maalaoui et al, 2020). This is important to all individual to focus
on knowledge management as it brings collection of information which requires to be complete
and maintaining higher performance. The researcher conduct the secondary research where it
identify the topic and put efforts to collect the information regarding significance of knowledge
as it supports to introduce the changes and managing it well. While operating a business it is
important to focus over changes and challenges which might be affect the organizational
productivity (Mayasari, and Chandra, 2020). The aim knowledge management at Amazon is to
develop the organizational productivity by managing the all functions and activities at the
workplace which could help to adopt the changes and attaining higher performance. In addition
to this another way in which knowledge management supports growth of Amazon is by
improving the level of expertise at each level so that decision making of manger and employees
improves. This in turn enhances the performance of employees at the organization and supports
the company leading to its continuous market growth (Significance of knowledge management
within Amazon, 2022).
Theme 3
What are the various strategies of knowledge management that could be used by Amazon
to run their business?
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Illustration 2: various strategies of knowledge management, 2021
From the theme 3 it has been founded that sharing knowledge and skills is the main
activity while doing any kind of work as it completed the task with effective manner. This is kind
of communication which used to share the knowledge and skills regarding topic and work which
needs to be complete in certain period of time. The respondents explains that communication is
need to transferring knowledge and thoughts regarding a topic and managing higher productivity
at the workplace. The researcher have conducted the secondary data in which information
collected from different article and journal books for the purpose of developing their
understanding and completing the work timely (Nwankpa et al, 2021). This is important for each
individual to analys the environment and comes to know how to transfer the knowledge and
skills regarding change management and states the different ways of application. The individual
will improve their knowledge and skills by explaining the importance of knowledge. This is
important to contribute to overall organizational goals, using common process and technology,
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balancing people, building timely organizational capabilities and transforming the perception of
KM by creating tangible results through collaboration that could help to managing the changes at
the existing performance and support to develop the organizational productivity (Li et al, 2019).
Amazon has adopted several different knowledge management strategies such as using
technology to support and enhance knowledge management at the company. Amazon utilizes
artificial intelligence and other digital technology for knowledge management. Big data is also
used by Amazon for analysis of important information which supports the company in effective
knowledge management (Borjigin, 2014).
Theme 4
What are the different management challenges faced by Amazon while operating their business
in a competitive environment?
Illustration 3: Different management challenges faced by Amazon, 2022
Theme 4 is explaining the challenges which arises while doing the research as it can help
to collect the bunch of information regarding specific topic. This is important for each individual
to conduct the research after receiving a topic as it support to organise the all functions and
activities effectively. The management requires to have proper understanding and knowledge
about topic and supported to grow the business. The secondary research is helpful for
investigator as it brings collection of data and information that how changes could be implement
at the workplace as it support to attaining the higher performance. The management requires to
understand the needs and wants of their customers in Amazon, then introduce the kind of
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services as it supports to arranging all performance and activities. The chosen organization is
multinational that offers range of products and services by managing the changes as it influence
the number of people and gets work done (Martins et al, 2019). This could help to increase the
business performance and productivity at the workplace. The challenges which are facing by
industry are lower productivity and selling activities, lack of employees, facing challenges in
sharing the information, increasing employee turnover, increasing social issue that could be
resolve by sharing the knowledge and skills effectively. This could help to increase the
organizational productivity by managing the changes properly and provide the positive outcomes
(Latilla et al, 2019).
Theme 5
What are the impacts of the role of knowledge management strategies on Amazon in achieving
competitive advantage?
Illustration 4: Role of knowledge management strategies on Amazon in achieving a competitive
advantage, 2022.
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BA Business UOS Dissertation
This theme explains that role of knowledge management is various as it follows the
strategies which could be followed for the purpose of developing their business effectively. This
is important for each individual to understand what is happening around and how each function
could be performed to operate the business and activities. Amazon is dealing in different types of
products and services by using technological advancement that can help to influence the number
of people and gets work done (Parayitam et al, 2020). The management identifies the market and
introduce the kind of services which can be used to attaining higher performance. The influence
and attract the number of customers, bring new technology, innovation, increasing customer base
and keeping competitive prices are important to organization which can help to completing the
organizational goals and objectives in certain period of time. This also helps to managing all
functions and activities at the workplace that could help to attaining the higher performance (The
role of knowledge management strategies on Amazon in achieving a competitive advantage,
2022).
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5. CHAPTER 5
5.1 CONCLUSION AND RECOMMENDATION
5.1.1 Conclusion
From the report it can be concluded that knowledge management is the collection of
methods relates to creation, sharing, using and managing the knowledge and information of an
organization where it became important to analysis the environment and comes to know how
each function could be performed. This is the continuous process of managing information by
which an industry collects, organizes, shares and analyses its knowledge in a way which is easily
available to employees. This is important for each individual to analysis the environment to
know how their customers will be satisfied and affected properly. The knowledge management is
determined as technological aspects that helps team to gather, organise and share the information
which can help to developing all functions and activities effectively. If an individual is not able
to collect the right information regarding specific topic then could be challenging to regulate the
business. The management of Amazon is having major role as it identify the market and
introduce the kind of services and products as it could help to increase the business productivity
and profitability. Management to knowledge considers four components such as people, process,
content and strategy. People are those who have involved in organizational activities and
functions which could support to grow the business. This is important for each individual to
identify what is topic and how to collect the information as it could support to manage the all
functions timely and increase the productivity. A person requires to have proper information and
details regarding managing knowledge and skills as it brings the higher productivity and
profitability at the workplace. If there is no management of knowledge and skills then could be
challenging to regulate the business and other activities.
The significance of knowledge considers employee awareness, availability, timeliness,
adapt organizational change, helps in decision making, knowledge management is the main
activity of sharing information, transfer knowledge, reducing risk which can help to develop the
organizational performance. While working in an organization employee awareness is important
as it bring higher knowledge and skills regarding topic and managing the performance. This is
most important for each individual to identify what is happening around and how each function
could be performed to manage the activities and functions. The meaning of availability is to offer
all information and ideas which can be used to develop the business productivity for the purpose
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of growing their business and maintaining higher performance. A researcher is a person who
have knowledge and skills regarding specific topic. The data could be collected within certain
period of time and support to adopt the organizational change. While operating a business it has
seen that needs and wants of customers is being changing where it became important to bring the
change in their existing performance and products so that customers will be influenced or
attracted towards particular products. Amazon is the larger size organization that sales number of
products and services to their customers where it became important to make the use of managing
knowledge by sharing and creating something new which can help to develop the organizational
performance. The management analysis environment and marketplace to offer products so that
competitive advantages could be attain effectively. To have clear communication, right
information, management of data, efficiency and accurate details that could help to influence the
number of people and support to develop the organizational productivity.
The researcher will make the use secondary data where quantitative research is helpful to
conduct the research. It is needed for investigator to get as topic from their senior and conduct
the research properly by using tools and techniques. This could help to collect the bunch of
information and managing the study properly.
5.1.2 Recommendations
There are some recommendations for Amazon to face the challenges and gain more
competitive advantages in their business's operation and function. The recommendation will help
Amazon to operate their business in the market. It will also help to improve their productivity
and performance which is provide advantages to run the business. It will help Amazon to
compete within the market. It will also help to introduce new product & services which is the
benefit to increasing the growth of the company. The recommendations for Amazon are as
follow-
 Provide training sessions: providing training to the employees is one of the important
roles because it is help in attain the effective and efficient working of the employees.
Trained and knowledgeable employees can help to achieve the goals with success and
ready to compete within the market. So, it will recommended to Amazon to trained their
employees for better performance and growth of the company which will helps them to
compete within the market and faced all the challenges. It will also help to gain more
success and growth in the company. This recommendation will help the Amazon to attain
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the best knowledgeable and trained employees in the company. This is justified
recommendation because it relates to organizational knowledge management theory and
supports knowledge management through effective workforce support.
 Unique product & services: unique product and services it help to attract the customers
attraction which will increase the sales and productivity as well. So, it will recommended
to the Amazon to provide unique product & services from other competitors to attract the
customer towards the company. By providing unique product & services, it will help to
increase many opportunities and competitive advantages such as increasing growth,
productivity, performance, image, sale, reputation and many more. Techno-centric theory
of knowledge management supports the usage of updated technology for knowledge
management. Therefore it is justified recommendation.
 Increase productivity and performance: a good productivity and performance of the
company helps to compete within the market. So, it will recommended to the Amazon,
they should increase their productivity and performance for competing within the market.
It will also help to attract the more customers because a good performance of the
company can helps to build customer trust and loyalty. This is justified recommendation
because it can be connected to organizational knowledge management theory and
updating organizational culture towards productivity to improve knowledge management.
 Provide better services: providing better services is a important term to increase the
productivity, attract customers, increase the customer satisfaction and experience etc. so,
it will be recommended to the Amazon. They should provide better services from the
other competitors which helps them to increase the number of customers towards the
company, increasing the profitability and attain many more competitive advantages. This
is justified recommendation because the research findings showcase the importance of
knowledge management in development of the company. This means improving product
and services of the company can support the firm in improving consumer satisfaction and
gaining knowledge related to consumer satisfaction.
 Build the relation with customers: build the healthy relation with customers is also the
advantages in competing within the market. They should build the healthy relation with
customers by providing the services according to them. It is helps in attracting and aware
more customers towards their services. This is justified recommendation because it can
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be associated with ecological knowledge management theory and building relationships
as a part of knowledge community to improve knowledge management.
 Knowledge about the competitors: knowledge about competitors helps to collect the
information of their product, services, strategies and many more things. It will help to
compete and increase the level in the market. So, it will recommended to the Amazon,
they should gain knowledge about their competitors and their strategies which will helps
them to competing within the market. This is an effective suggestion because it will help
Amazon compare knowledge management with competitors and management through
comparison.
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