Strategy Development in Cross Border Organizations - Desklib

Strategy Development in Cross Border Organizations
Strategy Development in Cross
Border Organizations
Amazon Inc.
By
Mourad E. Mazouni
Level 8 Strategic Management
and Leadership

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Table of Content
Executive Summary............................................................................................................................................................2
Chapter 1: Critical Review of Amazon’s established Process for strategy development and
formulation............................................................................................................................................................................ 3
1.1 Critically analyse the political, social, ethical and operational needs for common
strategy in cross border or global organisations and administrations..................................................3
1.2 Identification of methodologies by which strategy is evolved and developed for cross
border or global organisations to enable external collaboration at a national and international
scale...................................................................................................................................................................................... 4
1.3 Opportunities and future of strategy development and it's impact on the future
organisations structures, administration and key stakeholders dynamics..........................................5
Chapter 2: Critical Analysis and evaluation of factors that influence Amazon’s strategy...................6
2.1 Critical examination of the essence of Amazon’s collective strategy and its emergence
from the multinational conglomerate policies, administrations and stakeholders engagement
................................................................................................................................................................................................ 6
2.2 Critical examination of Amazon’s key policy and strategy issues and their influence in
corporate strategy..........................................................................................................................................................6
2.3 Explicate how strategy is influenced by the reality of factors including political, global,
public interest, media impact, and social, cultural and religious in the modern context...............7
Chapter 3: Amazon’s strategy development and articulation process and a proposal a
comprehensive cross-border operations strategy recommendation..........................................................8
3.1 Critically assess how to resolve tensions between cultures and ethics of contributing
organisations, administrations and key stakeholders...................................................................................8
3.2 Critical review of strategic intelligence its instrumentality in the development and
formulation of strategy................................................................................................................................................ 9
3.3 Original contribution to the formulation and development of strategy.........................................9
References........................................................................................................................................................................... 11

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Executive Summary
Amazon which was founded in 1994 is presently the largest e-commerce company
which is present in more than 12 countries and ships products across more than 165
countries (Grant, 2016). The vision of Jeff Bezos is to become the most customer centric
company on the face of planet earth. Jeff Bezos the founder and CEO of the company
thus create all the policies and procedures in and around the customers (Madsen &
Walker, 2015). Strategic goals and objective of Amazon are to create a place which
provides for all the possible goods a customer might search for on the Internet, improve
the customer experience for the audience of Amazon, push the envelope of service and
deliver quality product with a lightning speed to its esteemed customer. The mission
statement of Amazon is to be” earth’s most customer-centric company and to build a
place where people can come to find and discover anything they might want to buy
online”. Amazon is focussed on its customers which is the backbone of its success.
Amazon is extremely focussed towards the welfare of the society and the community
and its efforts in CSR activity is a reflection of the same. Amazon focus is to ensure
environmental sustainability for the community. The above research will serve as the
basis of completion of the task as mentioned in the assessment sheet (Greenspan,
2015).

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Chapter 1: Critical Review of Amazon’s Established Process for strategy
development and formulation
1.1 Critically analyse the political, social, ethical and operational needs for
common strategy in cross border or global organisations and administrations
The world has become more of a global village, thanks to Globalization and advent of
Internet. Amazon can also be seen as an entity which was created to reap in the fruits of
Internet marketing. Amazon, which was established in the year 1994 has its
headquarters in Seattle and is present in more than 12 countries, while the company
ships its products to more than 165 countries. The need for common strategy arises at
Amazon due to similar socio/cultural trends, demographics, growth and proliferation of
digital technology. Amazon believes in creating strong strategic partnership with the
sellers and the delivery network, this helps Amazon in striking a balance between the
local and the centre. (Kim, Mauborgne,2014).
PESTLE framework is a macro environmental analysis which helps to explain the
Political, Economic, Social, Technological, Legal and Environmental scenario to foray
into an International market. Amazon uses PESTLE to assess the conditions which could
impact its presence in various International markets. For instance, Amazon realized in
its initial days that it would not be able to make an impact in China, particularly owing
to its difficult political condition. India, for Instance was a market which was one of the
fastest growing market, and the political conditions in India were highly feasible and
conducive for the business organization (Piercy, 2016).
GLOCAL strategy or as it is called as “Go Global and Think Local” has favoured Amazon
significantly, the recent example of it can be seen by the success story it created in India.
The company was launched in the year February 2012, reported an earnings of $ 485
Million in the year 2017. India has become the largest and the fastest growing market
for Amazon. This is a reflection of the profound success of GLOCAL strategy of Amazon.