The impact of innovation on organisational development in the on-line business: A case study of Amazon.com

This report discusses the impact of innovation on organisational development in the online business, using Amazon.com as a case study. It explores the benefits of synergies between entrepreneurship and innovation, as well as the challenges faced by companies in this sector. The report also provides insights into the concept of organisational development in the e-commerce industry.

The impact of innovation on
organisational development in
the on-line business A case
study of Amazon.com

ABSTRACT
In the present report the discussion is made on the impact of innovation on organisational
development of online business. It has been analysed from the research that various innovations
has been implemented by company in order to gain competitive advantage. It has also been
analysed that there are various theories and models related to innovation that has been discussed
in the project. Disruptive innovation means that the market space is been created for the new
products and services. Innovation has assisted the E-commerce company like Amazon in
growing and because of this they have also been able to attract large range of consumers which is
really necessary for growth.
It has also been analysed from the report that various challenges have also been faced
during the time of implementing innovation. Training has been provided to employees in order to
increase their expertise related to being more creative. Company has also adopted various
methods to make employees working in online company more innovative and creative. They
have made use of brain storming sessions. This has assisted firm in bringing new innovations in
market. This has also assisted company in building up their brand reputation which is really
necessary for their growth.
In the report both primary and secondary method have been taken to collect the data
related to research topic. These methods have assisted researchers in gaining the end results and
also it has been analysed by making use of these tools researcher has been able to get answers of
the research questions. Various recommendations to be more innovative has also been made.
Like company has been involved in communicating with employees to take better decisions
during the time of innovation implementation. This has assisted firm in being more productive
and also it helps in enhancing operational efficiency.

CONTENTS
TITLE..............................................................................................................................................2
ABSTRACT....................................................................................................................................2
INTRODUCTION...........................................................................................................................2
LITERATURE REVIEW................................................................................................................6
RESEARCH METHODOLODGY...............................................................................................12
DATA ANALYSIS.......................................................................................................................16
CONCLUSION AND RECOMMENDATION............................................................................31
REFERENCES..............................................................................................................................34
APPENDIX....................................................................................................................................36
1

TITLE
Topic
The impact of innovation on organisational development in the on-line business: A case
study of Amazon.com
INTRODUCTION
Innovation can be defined as bringing a change in the existing products and services so
that the consumer needs a satisfaction can be met out. It will also assist the company in gaining
competitive advantage (Si and et. al, 2020). Innovation can have positive impact on the growth
of organisation and it can make the company more productive. It is really necessary for online
business to bring innovative and creative products and services. This can assist them in growing
and also, they will be able to achieve their set target and mission. It has also been analysed that
in order to be innovative it is really necessary for the company to create the market space and
identify proper opportunities. This will assist them in growing and also it will help them in
achieving their set target and mission (Vorbach, Wipfler and Schimpf, 2017). There are various
challenges that can be faced by the company in implementing innovative products and services.
It has been analysed that most of the challenges are being faced by the online company. This has
made hard for them to implement innovation. Innovation has become critical for the modern
economy has the consumers want feasible products and services. It has also been analysed that
online company needs to be more innovative, as this will only help in increasing their market
share and expanding their business. It will also assist the company in achieving their business
objectives which is really necessary for their growth. Innovation can also improve the sales and
customer relationships of E-commerce company.
In this the trust of customers towards the products and services supplied by company
will be increased. This will assist firm in being more innovative and creative. E-commerce
company are also laying huge impact on economy as they are creating so many job opportunities
and also it is really easier for the consumer to start business online. There are no entrance fees
and people can start their online business with few costs. This has assisted company in being
more productive and also their operational efficiency has been increased because of this. They
have been able to gain competitive advantage by serving online and also by being more
innovative (Visnjic, Wiengarten and Neely, 2016). There are also various challenges that can be
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faced like a person has no knowledge related to how to start an online business. So, they need to
increase their expertise in this.
There are also various models of innovation that can be used and implemented by
company. It includes like disruptive model. In this a new market is been created for the existing
products and services sold by the company. This type of innovation when adopted by E-
commerce, this can assist them in attracting large number of consumers. It will help them in
earning profit. For the present report Amazon.com is been selected. It is an American
multinational company which has been settled in Washington. It lays focuses on cloud
computing, digital streaming and artificial intelligence. Company is the world largest e-
commerce websites. It has been analysed that the firm is been involved in providing consumers
with highly innovative products and services which is really necessary to meet their demands.
Present report will lay emphasis on the reviewing of literature on basis of questions framed. It
will also lay focus on the research methods used for completing the project. Assignment will also
provide suitable recommendation to overcome research problem.
Aims:
“To explore Synergies between Entrepreneurship and Innovation on Organisational
Development in the E-commerce Industry”: The case study of Amazon.com
Objectives
 To understand the concept of organisational development in e-commerce industry.
 To identify the benefits of synergies between entrepreneurship and innovation for
Amazon.com
 To explore the challenges faced by company while focussing on organisational
development because of synergies between entrepreneurship and innovation.
Research questions
 What is the concept of organisational development in e-commerce industry?
 What are the benefits of synergies between entrepreneurship and innovation for
Amazon.com?
 What are the challenges faced by company while focussing on organisational
development because of synergies between entrepreneurship and innovation?
Rationale
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Rationale behind choosing this topic for this research is that entrepreneurship and
innovation are two most important factors that can help an organization. Both entrepreneurship
and innovation are inter-related to each other. Combination of both of them can not only help an
organization to flourish but can also help them in sustaining within the market and achieve
success. But many e-commerce organizations are unaware of this synergy, they either focus upon
entrepreneurship or on innovation. This research will help in identifying importance of synergy
between innovation and entrepreneurship, benefits this synergy can provide to organization and
challenges that organizations in this sector can face in developing this synergy in an appropriate
manner.
Structure
This dissertation will consist of six main chapters.
Abstract: In this chapter abstract of overall dissertation will be provided in which overview of
research topic had been provided, methods users for data collection and analysis in order to
achieve main research objectives had been explained.
Introduction: In this chapter overview of research topic with background has been done. Other
than this, in this chapter main aim, objectives, research questions with a brief rationale has been
done.
Literature Review: In this review of literature and secondary data has been done that has been
collected by researcher. This chapter helps in reviewing research that has been done till now in
this research area in order to develop a base for search and enhance overall knowledge of
researcher.
Research Methodology: In this chapter methods that have been used by the research for data
collection and analysis for answering main research questions have been explained with
justification or research because of which those methods have been chosen.
Data Analysis: In this chapter main data analysis of primary data that has been collected till not
has been done. Other than this, in this chapter discussion of both primary and secondary data has
also been done in order to reach to conclusion.
Conclusion and Recommendations: This is the last chapter in which conclusion of overall
dissertation that has been identified has been discussed. This conclusion has been drawn on the
basis of primary and secondary data. Other than this, lastly in this chapter recommendations have
been provided that can be adopted by Amazon has been provided.
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LITERATURE REVIEW
Overview
Literature review is an important part of research study that helps in reviewing secondary
data collected by researcher such as articles, books, journals and many more. In this literature
review concept of organizational development of e-commerce industry will be explained,
benefits of synergy between entrepreneurship and innovation will be explained, and challenges
faced by company while focussing on organisational development because of synergies between
entrepreneurship and innovation will also be discussed.
Theme 1: Concept of organisational development in e-commerce industry
As per the view Visnjic, Wiengarten and Neely, (2016) the organisation can only be
developed when the e-commerce industry is been involved in making use of various innovative
services. This will assist company in growing and also it can support the company in expanding
their online business. It has been analysed that business will be able to enhance their existing
process and services by making use of innovation. This is one of the fastest ways to develop
organisation. By improving existing services through innovative ways lots of consumers can also
attracted by this. This strategy is also really useful for the online companies like Amazon.com. It
has been analysed that this company is already being established despite being this, they should
be innovative in every aspect in order to remain in competition and establish their monopoly all
over the time.
On the other hand, Brand and Blok, (2019) has argued that the development of
organisation not only depends on the innovation. It can also be dependent on prices of goods
services and quality they are offering. It also depends on viable organisation structure and the
responsibilities being taken by employees in order to make their company grow. Thus, for
organisational development only innovation is not necessary, the e-commerce online company
needs to work on every aspect.
In the opinion of Santos, Rezende and Basso, (2019) introduction of innovation in their
online sites can assist company in being more productive and also their costs related to
transactions can be reduced. This is really beneficial for the growth of organisation like Amazon.
organisational development refers to objective dependent approach towards system alteration.
This allows firms within building as well as sustaining a new desired state. -commerce implies
having services (selling along with buying) over internet network. This can take in different
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manners that is B2B, B2C, C2C and C2B. Consumers needs are changing from time to time and
by this they can opt for selecting the products and services from E-commerce. This can assist
firm in growing and also, they will be able to enhance their operational efficiency and
productivity with the help of this. For development of organisation better relationship needs to be
maintained with other business and consumers. This can assist in being in market for high
amount of time and also it will help company in creating monopoly. Better training for making
use of new and innovative online tools and techniques can also be given so that organisation can
be developed. This will help in increasing the return on investment. The decisions in company
needs to be taken according to preferences of consumers. This can assist in developing firm and
they will also be able to gain competitive advantage. This will help them in reaching to
maximum people and also brand loyalty and reputation can be created with the help of this. It
will also assist the company in being in race for number one and they can establish their
monopoly. This is really necessary for growth of company.
It has further been explained by Anning-Dorson and et.al., (2017) organizational development is
one of the most important factors which is required to be focused upon by organization in order
to sustain within the market in which they operate and gain competitive advantage. It is directly
related to success of an organization and impacts each and every aspect of decision making. E-
commerce industry is one such industry that has high competition level. In order to maintain
effectivity and productivity of employees and staff members it is importance for them to focus
upon maintaining organization development. It also helps e-commerce organization to identify
and resolve any kind of issue or problem faced by them in a much easier and appropriate manner.
Theme 2: Benefits of synergies between entrepreneurship and innovation for Amazon.com
As per the opinion of Bouncken, Kraus and Roig-Tierno, (2019) entrepreneurship
includes the readiness and skills of an individual which can be useful in running business and
making it more feasible. The entrepreneur in first case needs to be innovative enough who can
adjust to dynamic market conditions. They also should have innovative idea that is been liked
and accepted by consumers. Innovation means as bringing a change in the existing products and
services so that the consumer needs a satisfaction can be met out. Amazon.com is the result of an
innovative start-up but to be in market regular innovation needs to be implemented by company.
This also be useful for the company to gain competitive edge.
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By coming up in the market entrepreneur can make use of disruptive innovation. As
described by Rangus and Slavec, (2017) Amazon.com can make use of this. It is basically a
process in which existing market is broke by bringing a new product and service. Firstly, the
product is been brought at lower price and after that when the demand increases the price also
increase. This can be used by Amazon in order to establish the name of their company in new
market. It can also support firm in increasing their profitability. For this there must be synergy
between entrepreneurship and innovation. Entrepreneurship and Innovation are positively related
to each other and interact to help an organization to flourish. These both are complementary to
each other; it is really useful for creating sustainability and success of organisation. Entrepreneur
has provided with the responsibility to identify opportunities in E-commerce websites. This will
be really beneficial for the growth of Amazon.com. In this the entrepreneurs needs to think upon
whether to work on internet operations of company or give it to the internet specialist. This will
help them in being more productive.
As per the opinion of Ortiz-Villajos and Sotoca, (2018) the entrepreneurs of Amazon.com
needs to be more innovative and they must be working towards bringing changes in lives of
people every day. This will help them in diverting minds of consumers and also, they will be
able to achieve their set target and objectives. This has assisted company in being more
productive and also their operational efficiency has been increased because of this. They have
been able to gain competitive advantage by serving online and also by being more innovative. It
has also been analysed for being more innovative proper training needs to be given so that better
services can be provided. E-commerce has the most positive disruptions. Like for growing
Amazon.com can be involved in targeting the niche segments. They need to have proper
understanding of the target audience and the patterns of their consumptions and also about their
buying behaviour. This is an entrepreneur responsibility to have an idea about all this. They
should also be engaged in identifying e-commerce trends.
Further explained by Yun and et.al., (2016) focusing upon interconnection of
entrepreneurship and innovation is important for organizations especially for organizations like
Amazon.com for maintaining high organizational development rate and maintaining high
flexibility within organization. One of the main Benefits of synergies between entrepreneurship
and innovation is that it helps in enhancing overall performance of employees, increasing overall
satisfaction level of customers. Not only this, it further helps in identification of any kind of
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problem which is being faced by employees and customers in a much appropriate and accurate
manner. This synergy helps an organization to flourish, gain competitive advantage, bring
required changes within business and focus upon organizational development in a much better
And appropriate manner. It can also be said that it can help Amazon.com to remain competitive
in market and maintain high customer satisfaction level.
Theme 3 Challenges faced by company while focussing on organisational development because
of synergies between entrepreneurship and innovation
According to the view of Said and Shah, (2017) Organizational development is one of the
most important factors which is required to be focused upon by companies for achieving
continuous growth and development and for this, it is important for organizations to focus upon
entrepreneurship and innovation. It has been observed that there is a strong synergy between
both of them. Working on both innovation and entrepreneurship can help an organization in
bringing positive development within organization. Combination of these two is important for
firms to achieve success, sustain within the market in which they operate and it is important for
change dynamics as well for development. By this relationship can many times increase different
kinds of issues or challenges for companies because of which focusing upon continuous
development can become difficult for them. There are various kinds of challenges that can be
faced by organizations when they focus upon organizational development. These challenges can
impact successful planning and development of organization. These problems or challenges
majorly arise within an organization due to lack of clear direction, lack of developing objectives
required to be achieved or due to ineffective communication of organizational development
objectives to employees and staff members.
As per the view of Lau, Lee and Chung, (2019) If an organization wants to focus upon
continuous development then they need to work upon entrepreneurship and innovation
simultaneously and it can only be done if firm has developed clear aim, objectives of
organizational development that that focuses upon both effective entrepreneurship as well as on
innovation. If synergy of both of them are not focused upon then business can face some serious
challenges that can work as a barrier in terms of development for business. Some of these
challenges are: managing overall performance in order to increase their overall accountability.
Management of performance of staff members and employees is a challenge for organizations
that can work as a barrier in terms of development. If an organization fails to enhance or
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maintain a certain level of performance of staff members then it can result in decreasing rate of
development which can further result in reduced accountability of work. This can provide
advantage to competitors and they might step ahead of competition and organization can result in
losing competitive advantage. This impact on overall performance of employees is main result of
lack in coordination of entrepreneurship and innovation. If business succeed in maintaining
synergy between both then they can also successfully overcome this challenge and maintain high
performance of employees. Today it has become important for organizations to focus upon
innovation in order to remain ahead in competition.
In accordance to the view point of Stensaker and et.al., (2017) there are many other kinds of
challenges that can work as a barrier in organizational development as a result of failed synergy
of innovation and entrepreneurship. Some of the main challenges are: addressing feedback and
lack in awareness of organizational challenges required to be brought. This lack of awareness
and not addressing feedback is due to less effective relationship between employees and
employer. Lack of awareness related to required organizational change and not focusing upon
feedback can not only impact overall performance of employees and can demotivate them but it
can also impact satisfaction level of customers. Many times, entrepreneurship helps in
development of innovative programs that can help a company in maintaining continuous
development but for development of innovative program. In order to maintain effectively and
productivity of employees and staff members it is importance for them to focus upon maintaining
organization development. It also helps e-commerce organization to identify and resolve any
kind of issue or problem faced by them in a much easier and appropriate manner. This will assist
them in getting and overcoming the problems which has been faced by them. They can increase
their productivity.
According to the view of Singh and Kaur, (2020) if organization do not focus upon
addressing employees and customers feedback then it makes it a bit difficult for firm to identify
main organizational priorities that are required to be focused upon doe successful development
and growth of organization. Amazon.com need to focus upon their employee’s priorities, their
current performance, analyse feedback provided by them. This will help Amazon.com to identify
priority areas in which development is required. This analysis will further help them to develop
an innovative plan though entrepreneurship for organizational development and remaining ahead
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of competition by gaining competitive advantage. If it is not focused upon in an appropriate
manner then it can create many other kinds of challenges for Amazon.com like management of
remote employees. This challenge can work as a barrier in achievement of desired organizational
aim and objectives. These problems or challenges majorly arise within an organization due to
lack of clear direction, lack of developing objectives required to be achieved or due to ineffective
communication of organizational development objectives to employees and staff members.
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RESEARCH METHODOLODGY
Research methodology is one of the most important chapter of research project as in this
chapter main research methods that has been used by research are explained in detailed manner
with justification. Various research methods is been used to collect the accurate and exact
information. In this chapter the data is been collected from better and published sources. Main
research methods used by researcher for this dissertation have been explained below in detailed
manner.
Research type: In this basically there is two type of research one is qualitative and another
one is quantitative. It has been analysed that in quantitative one the data is been collected on the
basis of numerical data and framework. In this method statistical analysis is also been used so
that better in-depth knowledge can be gained related to subject matter (Ragab,and Arisha, 2018).
The activities that will be carried out within this research are dependent on research design that
will furnish researcher with information related with synergies that exist in between innovation
and entrepreneurship. It has also been analysed that the other type of research is qualitative in
nature. In this the data is been collected by evaluating and analysing the framework so that end
results can be obtained. It will assist them in achieving the end results. For the present research
qualitative analysis will be used, this is been used so that better and accurate information related
to subject matter can be gained. The main reason behind making use of this qualitative approach
is that it’s that it will assist within having precise information related with both the concepts
individually along with synergies that prevails among them in significant manner
Sources of data collection: There are two ways by which researcher can be engaged in
collecting the data. One is primary and the other one is secondary. In the primary one data is
been gathered and analysed with the help of unpublished sources. The data collected in this is
raw in nature and it is been gathered with the help of questionnaire, survey, interviews,
observation groups. This method can assist researcher in getting most relevant and authentic
information. This type of data collection method is been used when there is a need to collect
specific information (Wiek and Lang, 2016). This is been used when the sample size is small in
nature. A primary source can assist in direct access to research topic. It has also been analysed
that the data in primary sources can be collected on basis of needs of researchers. In this the
researcher can be able to gain about the better information and also they will be able to achieve
set target and objectives. It has also been analysed that relevant and authentic information can be
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collected. It has also been analysed that primary source can be used when the sample size is
small in number. This will assist in knowing about the subject matter in depth.
Secondary sources assist researchers in getting published data from relevant and authentic
websites. In this data is been gathered from articles, journals, newsletters which has already been
published. This will assist researcher in gaining in-depth knowledge related to subject matter. In
the present report both secondary and primary sources have been used so that better information
can be gained. The investigator will be making use of questionnaire for having adequate and
precise information related with the research aim
Data analysis: For having data analysis, two approaches are there, inductive and deductive.
In case of inductive approach, there is no theory on which test is being conducted. Inductive
approach can be used when qualitative data analysis is been done. Inductive approach is where
specific observations are included so that theory can be generalised. Thematic analysis is also a
type of data analysis method which can be used for In the present research applied and deductive
analysis has been selected. In this researcher sets out to set hypothesis at first of research. After
this relevant research methods are been selected so that the hypothesis can be tested. There are
various benefits of making use of this approach. In this causal relationship will be explained
between the concepts and variables. In this research findings can also get to a certain extent. This
also assist researcher in forming appropriate theory (Xu and et.al., 2018).
Research design: In the present research descriptive design has been selected. It is basically
been used so that analysis and evaluation can be done of qualitative data. This can assist
researcher in getting to end results. It lays emphasis on researcher question rather than how the
solution will be gained. It assists researcher in getting to the end results and also it can be used in
comparing the variables and phenomenon which is been selected. In this a population is been
defined adequately. In this variety of research methods can be used in order to analyse more
variables. This can assist researcher in gaining in-depth information related to subject matter. In
this there are some type of categorical scheduling which is basically been known as descriptive
analysis.
Sample: In this method set of individual is been selected from the whole procedures.
Simple random sampling is mostly been used so that sample size can be selected without any
discrimination. It has been analysed that sampling a small population is really necessary in order
to get to the end results. Simple random sampling has been selected so that better analysis can be
12

done for the data which has been selected by them. This has assisted them in getting to the end
results. It is also been used in statistical testing to check upon the observation tested (Daniel,
Kumar and Omar, 2018).
Reliability and validity: Data is been collected from the reliable and authentic websites.
It has also been analysed that only data from authentic and published authors is been selected.
This has assisted researcher in getting to end results and also because of this they have been able
to collect relevant information. It has also been analysed information is been collected from
reliable sites.
Ethical consideration: Researcher has been engaged in making use of ethical code of
conduct. It has been analysed that they have followed integrity and honesty throughout the
research. Transparency has also been followed and all the relevant information is been provided
to participants who are been involved in research. In this they need to make sure that no harm is
been caused to participants who have entered into research. It has also been analysed that
researcher also needs to make sure that their personal data has remained confidential and is not
been shared to anybody. This will assist them in increasing trust of participants who have been
engaged in report. It has also been analysed that terms and conditions related to research is been
informed to participants before only. Respondents were asked for their consent before asking for
their participation where main aim and objective of research was explained to them and only
after their final consent they were asked to fill questionnaire and if they wanted to back out from
participating within this research study then they were not forced to participate and were free
from not participating in the study. It has also been analysed that researcher has also ensure that
privacy and confidentiality will be maintained while collecting the data. It has also been analysed
that participants are been benefited by the type of research which has been conducted. This can
assist researcher in gaining trust of participants which is really necessary for research to be
successful. Researcher should also be engaged in respecting the dignity and values of
participants. They must ensure that their belief, values and thoughts has not been hampered by
them. They also need to be transparent when been engaged in collecting data. It has also been
analysed that honesty and integrity must also be maintained. They should also ensure that vicious
conduct is not been done by them and research which is been carried out is beneficial for all.
Ethical code of conduct also needs to be followed when engaged in collecting data, it is
necessary.
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Limitations of research: There were various limitations of research. Time constraint was
biggest limitation. It was been analysed that research was not been able to collect the data on
timely basis because of time constraints. Not only this, as this research was based on collection
of both primary and secondary data, collection of primary data was one of the main limitation
due to time contract. This was majorly because response of participants was not revived in the
defined time period because of which it was becoming difficult to complete all whole research
project in pre-defined time period. It has also been evaluated that there were also no access to
better internet. The speed was slow so it occurred as limitation for researchers when they were
been involved in collecting and analysing data. It has also been analysed that searching for
relevant articles also acted as limitations for research. It was a main limitation because
accessibility to internet was poor so it was becoming a bit difficult to search online libraries and
databases for the same.
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DATA ANALYSIS
Overview
Data analysis is one of the most important part of a research project as it helps in
analysing data collected by the researcher for extraction of useful information that can be used to
answer main research question in an appropriate manner. In this chapter analysis of primary data
that has been collected though questionnaire has been analysed. For analysis of primary data, all
the collected data will be divided into separate themes and will be analysed for extraction of
important information that can be used for achieving main research objectives in an appropriate
manner.
Theme 1 Important for e-commerce websites to maintain synergy between entrepreneurship and
innovation
Question 1: Do you think that it is important for e-commerce websites to maintain synergy
between entrepreneurship and innovation?
Options Respondents
Strongly Agree 15
Agree 10
Disagree 3
Strongly Disagree 2
Total 30
Figure 1 Importance of maintaining synergy between entrepreneurship and innovation
Interpretation: From the above graph it has been analysed that 30 out of 15 respondents clearly
says that it is important for e-commerce organizations to maintain synergy between
entrepreneurship and innovation as they think that it can help organization in running business in
15

a more feasible manner and bringing innovation within their existing products and services as per
the changing needs and requirements. In addition to this 10 of them simply agrees to the question
and support it by adding that combination of both entrepreneurship and innovation can help
Amazom.com satisfy their customers needs and requirements in an appropriate manner. But
other this 3 of them disagrees to the questions and only 2 of them strongly disagrees to this fact.
Theme 2 Synergy plays a role in development and growth of organization
Question 2: Do you think synergy of entrepreneurship and innovation plays a role in
development and growth of organization in e-commerce industry?
Options Respondents
Strongly Agree 11
Agree 15
Disagree 3
Strongly Disagree 1
Total 30
Figure 2 Synergy plays a role in development and growth of organization
Interpretation: From the above graph it has been analysed that 30 out of 11 respondents
strongly agree that synergy of innovation and entrepreneurship plays a vital role within growth
and development of companies in e-commerce industry. 15 respondents simply agree to the
question. But 5 of the participants says that it does not play an important role in growth and
development of organizations in this industry and one of them strongly disagrees to the fact. So,
from this analysis it is clear that companies in this industry should focus upon developing
combination of both entrepreneurship and innovation. Focusing upon this fact can help
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companies in this sector to grow and development themselves as per the changing market trends
in such a manner that they can fulfil needs and requirements of their customers.
Theme 3 Synergy between entrepreneurship and innovation help Amazom.com in sustaining
within the market and achieve success
Question 3: Do you think synergy between entrepreneurship and innovation help Amazom.com
in sustaining within the market and achieve success?
Options Respondents
Strongly Agree 12
Agree 14
Disagree 3
Strongly Disagree 1
Total 30
Figure 3 Synergy between entrepreneurship and innovation help organizations in sustaining
within the market and achieve success
Interpretation: From the above graph it has been analysed that 30 out of 12 participants
strongly agrees and says that synergy between entrepreneurship and innovation can help e-
commerce organizations like Amazon to increase their sustainability changes and achieve
success as it helps the organization in coping upon with rapid changes occurring within the
market in which they operate. 14 of them simply agrees to the question. But 3 participants did
not agree with this fact and said that it is not important that synergy between entrepreneurship
and innovation can directly help e-commerce organization sustain within the market and achieve
success. In fact, one of the participants out of 30 strongly agrees about the same and says that it
17

is not important that this synergy can help organization to cope up with rapidly changing market
needs and requirements. This analysis clearly explains that if an e-commerce organization wants
to sustain within this sector and achieve success they can focus upon this combination.
Theme 4 different kinds of benefits that synergy between entrepreneurship and innovation
provide
Question 4: What are different kinds of benefits that synergy between entrepreneurship and
innovation provide to Amazom.com?
Options Respondents
Attaining brand awareness 8
Strong customer base 9
Gain competitive advantage 7
Others 6
Total 30
Figure 4 Different kinds of benefits
Interpretation: Above graph clearly helps in understanding that synergy between
entrepreneurship and innovation provides various kinds of benefits to e-commerce organizations.
As per the graph, 8 respondents say that one of the main benefits of synergy between
entrepreneurship and innovation is that it helps in attaining brand awareness. 9 of them says that
it helps in achieving strong customer base, whereas 7 of them says that it helps in gaining
competitive advantage. But remaining 6 respondents said that there are many other benefits that
synergy between entrepreneurship and innovation provide to e-commerce organizations like
Amazon.com. This analysis clearly explains e-commerce organizations can focus upon
18

developing this synergy as combination of both entrepreneurship and innovation can help
companies in this sector to sustain within the market, develop positive brand image and can
achieve their pre-defined objectives in an appropriate manner.
Theme 5 Challenges in terms of organizational development because of maintaining synergy
between entrepreneurship and innovation
Question 5: Do you think Amazom.com faced any kind of challenges in terms of organizational
development because of maintaining synergy between entrepreneurship and innovation?
Options Respondents
Strongly Agree 10
Agree 11
Disagree 7
Strongly Disagree 2
Total 30
Figure 5 Challenges in terms of organizational development
Interpretation: From the above graph it has been analysed that 30 out of 10 participants
strongly agree that synergy between entrepreneurship and innovation create various kinds of
changes for organization in terms of organizational development. 11 of them simply agrees that
challenges are created in terms of organizational development because of synergy between both
entrepreneurship and innovation. But 7 of them disagrees and that that this synergy does not
create any kind of challenges in terns of organizational development. In fact, two of them out of
30 strongly disagrees to this fact and says that no challenges are created in terms of development
of organization due to synergy between entrepreneurship and innovation. So, it clearly explains
19

that there are many challenges that can be faced by e-commerce organizations in
entrepreneurship and innovation synergy. Due to this it becomes important for Amazon.com to
focus upon challenges that can be faced by them due to this synergy.
Theme 6 Different kind of challenges are faced by Amazon.com in terms of organizational
development
Question 6: What kind of challenges are faced by Amazon.com in terms of organizational
development because of maintaining synergy between entrepreneurship and innovation?
Options Respondents
Lack of clear direction 9
Lack of developing clear objectives 9
Failure to enhance competence 10
Lack of adequate awareness 1
Others 1
Total 30
Figure 6 Different kind of challenges
Interpretation: Above graph clearly helps in understanding that there are various kinds of
challenges that are faced by Amazon.com due to entrepreneurship and innovation synergy. 9 of
the respondents says that this combination of entrepreneurship and innovation create challenges
for companies in terms of lack of clear direction. They say that due to this challenge, it becomes
difficult for organizations like Amazon.com to achieve pre-defined objectives. Not only this, in
addition to this, another 9 respondents said that due to this, lack of developing clear objectives
20

also becomes another challenge for e-commerce organizations like Amamzon.com. if they focus
upon overcoming this challenge of lack of clear direction, they will be easily be able to develop
appropriate and effective objectives that are required to be achieved by them in order to archive
success. Other than these 10 participants said that many times due to this synergy failure to
enhance competence becomes another challenge that can be faced by such organizations. But
other than this one participant said that lack of adequate awareness is another challenge that can
be faced by such companies and only one of them said that there are many other kinds of
challenges that can be faced by organizations like Amazon.com in terms of organizational
development because of maintaining synergy between entrepreneurship and innovation.
Theme 7 Challenges impact impact employee performance and customer satisfaction
Question 7: Do you think challenges faced by e-commerce organizations can due to synergy of
entrepreneurship and innovation can impact employee performance and customer satisfaction?
Options Respondents
Strongly Agree 13
Agree 16
Disagree 1
Strongly Disagree 0
Total 30
Figure 7 challenges faced by e-commerce organizations can due to synergy of entrepreneurship
and innovation impact employee performance and customer satisfaction
21

Interpretation: From the above growth it has been analysed that 30 out of 13 participants
strongly agree that challenges that can be faced by organizations of e-commerce industry due to
synergy of entrepreneurship and innovation can directly impact employee performance and
customer satisfaction. 16 employees simply agree that it can impact overall satisfaction of
customers and performance of employees. Other than this only one participant out of 30 strongly
disagreed to that these challenges do not impact performance of employees and customer
satisfaction both.
Theme: 8 Innovative will increase the overall profitability as well as productivity of online
enterprise.
Question 8: Do you think that Innovative will increase the overall profitability as well as
productivity of Online enterprise?
Options Respondents
Strongly Agree 10
Agree 16
Disagree 3
Strongly Disagree 1
Total 30
22

Data Interpretation-
From the above analysis, it has been focused on the response of each and every
participants, identifying that maximum respondent agree on the statement “Innovative will
increase the overall profitability as well as productivity of online enterprise”. it has been
analysed that 30 out of 16 participants agree and also understand that innovation plays important
role within online e-commerce industry. Nowadays, it has been rapidly increasing the demand of
client so that it will innovation help for directly impacting on the employee performance. in order
to satisfy its potential consumers in proper manner. As per analysis, 10 respondents are strongly
agree, 16 agree, 3 disagree and 1 strongly disagree.
Theme: 9 synergies help for business to generate accurate result or outcome of online enterprise
Question 9: Do you think that synergies help for business to generate accurate result or
outcome of online enterprise?
Options Respondents
Strongly Agree 10
Agree 16
Disagree 3
Strongly Disagree 1
Total 30
23

Data Interpretation
In above discussion, it has been summarised about the concept of synergies that help for
enterprise to generate accurate result or outcome of online enterprise. Through this way, it can be
identified opinion or view point of every participants so that helping to make a better decision. it
has been analysed that 30 out of 16 participants agree and also understand that innovation plays
important role within online e-commerce industry. Nowadays, Synergies has been supported for
business to establish a strong coordination between innovation and other kind of online
enterprise. As per analysis, 10 respondents are strongly agree, 16 agree, 3 disagree and 1 strongly
disagree.
Theme: 10 Amazon focus on the organizational development by implementing innovation in
their business.
Question 10: Do you think that Amazon focus on the organizational development by
implementing innovation in their business?
Options Respondents
Strongly Agree 16
Agree 7
Disagree 3
Strongly Disagree 3
Total 30
24

Data Interpretation-
In above table, it has been concluded that Amazon focus on the innovation that’s why,
implementing within organization. Maximum respondents are agreed within the innovation
concept because it help for increasing the overall business performance and efficiency. Each and
every respondent has shared their opinion so that it has identified that 16 respondents are
strongly agree, 7 agree, 3 disagree and 3 strongly disagree. It has been analysed that 30 out of 16
participants agree so that it become easier for identifying the significant role of innovation in
business development.
Theme: 11 organization growth and development depend on the innovation of different product
and services.
Question 11: Do you think that organization growth and development depend on the
innovation of different product and services?
Options Respondents
Strongly Agree 11
Agree 15
Disagree 3
Strongly Disagree 1
Total 30
25

Data Interpretation-
From the above analysis, it has been concluded that identified the response of each and
every respondents, identifying that maximum respondent agree on the statement “growth and
development is depending on the innovation that can include with different online e-commerce
services. in this way, company has gained more opportunities to increase the overall business
sales and production in global marketplace. it has been analysed that 30 out of 15 participants
agree and also inspire with innovation in the online e-commerce industry. As per analysis, 11
respondents are strongly agree, 15 agree, 3 disagree and 1 strongly disagree. Therefore, every
respondents share their perception of innovation in business that help for investigator to make
better decision.
Theme: 12 synergies provide the greater benefits, advantage of e-commerce business in global
marketplace.
Question 12: Do you think that synergies provide the greater benefits, advantage of e-
commerce business in global marketplace?
Options Respondents
Strongly Agree 11
Agree 15
Disagree 3
Strongly Disagree 1
Total 30
26

Data Interpretation-
Above graph, it has been clearly representing the significant role of synergies which is
mainly providing the better advantage, benefits of e-commerce industry. As per analysis, it has
found that 11 respondents strongly agree, 15 agree, 3 disagree and 1 strong disagree. Maximum
respondent has been shown a positive response towards statement because they can share view
on the basis of their experience within organization. This is because of Synergy success or failure
which mainly depends upon the certain condition of online-enterprise. There are many other
kinds of benefits, advantage that always support for enterprise to improve overall business
profitability as well as productivity in global marketplace. Company can influence or inspire of
employee with the help of synergies implementing an innovation in global marketplace.
Theme: 13 Do you think that Amazon.com will be establishing a strong coordination among
innovation as well as entrepreneurship.
Question 13: Do you think that Amazon.com will be establishing a strong coordination among
innovation as well as entrepreneurship?
Options Respondents
Strongly Agree 9
Agree 15
Disagree 5
Strongly Disagree 1
Total 30
27

Data Interpretation-
From the above discussion, it has summarised about the establishing the strong coordination
between innovation and entrepreneurship. Each and every respondents are sharing their own
opinion or view on the basis of their experience. That’s why, it has been analyzed that 30 out of
15 participants strongly agree with concept of innovation. Amazon can be implemented the
various kinds of innovative features in their service so that many consumers can motivate to
achieve desirable goal or objective. As per analysis, it has found that 9 respondents strongly
agree, 15 agree, 5 disagree and 1 strongly disagree. Maximum respondent has been shown a
positive response towards statement because they can share view on the basis of their experience
within organization. it clearly explains the importance of e-commerce organizations in
entrepreneurship and innovation synergy. Due to this it becomes important for Amazon.com to
achieve their desirable goal of objective.
Discussion
According to literature review organizational development is one of the most important
concept of e-commerce industry. Focusing upon innovation can directly help companies in this
industry to develop. But firms in this industry are not only dependent upon innovation only for
development, they are also dependent upon price and quality of goods and services they are
offering to their customers (Qasim, Mohammed and Liñán, 2018). It is also dependent upon
flexible structure of organization and ways in which roles and responsibilities of employees are
fulfilled by them. Whereas, as per primary data analysis it has been analysed that combination of
entrepreneurship and innovation is important for e-commerce organization in order to maintain
or enhance growth and development of organizations. Not only this, it further helps companies in
satisfying their customers in an appropriate manner and further helps them in fulfilling needs and
desire of their customers as per changing market needs. As per literature review, needs of
customers are changing from time to time due to which enhancing overall efficiency and
productivity helps companies in this sector to bring changes within their business operations in
such a manner to fulfil changing neds of customers (Cui and et. al., 2017). It has further been
reviewed that in order to run a business more feasibly and successfully, e-commerce
organizations need to maintain synergy between entrepreneurship and innovation. Primary data
analysis further helps in understand that maintenance of this synergy can help firms in this sector
28

can helps organization to sustain within the market and achieve success. Not only this, it can
further help then in enhancing brand awareness, develop strong customer base and gain
competitive advantage.
As per the literature review Rangus and Slavec, (2017) clearly explains that by using
distribute innovation and focus upon entrepreneurship, new products and services can be
developed that can help the organization in sustaining and growth in within broke market as well.
It can directly help firms in this industry to create and develop their own market and achieve
success and profitability. Both entrepreneurship and innovation relate to each other and help
firms in flourishing and moving forward in positive direction towards growth and development.
This secondary data has also been supported by primary data analysis that says that combination
of innovation and entrepreneurship is mostly fruitful for organizations especially for e-commerce
industry companies because needs, desire and requirement of customers of this industry
organization changes rapidly (Yan and et. al., 2019). This combination helps companies to bring
changes within their business operations, products and services in order to sustain and grow as
per the changing market needs. Not only this, it can further help in enhancing overall focus of
organization to bring improvement within their employees’ performance so that they can provide
service to customers as per their expectations. From the literature review it has been clearly
explained that in order to remain competitive in market Amazom.com focuses upon flouring and
bringing changes within business operations from time to time as per the changing market needs.
According to literature review, it has been analysed that it is not easy for organizations to
focus upon maintaining this synergy between entrepreneurship and innovation there are various
kinds of challenges that are faced by organization due to maintenance of this synergy for
organizational development (Si and et. al, 2020). Due to this it becomes important for companies
of this industry to first of all focus upon identifying challenges that can be faced by them due to
maintenance of synergy between entrepreneurship and innovation for organizational
development. Not doing so that can create various challenges because of which it can become
difficult for companies to focus upon organizational development. Some of the major challenges
that can arise and impact organizational development are: lack of clearly direction due to which
it can become difficult for company to develop objectives that are required to be achieved. Other
than this, there are many other challenges that can impact planning and development of
organization such as: enhancing overall competence, lack of adequate awareness, poor
29

interaction with employees and other staff members (Si and et. al, 2020). From the primary data
analysis, it has been analysed that these challenges do impact an organization and makes it
difficult to focus positively on organizational development. This primary data analysis clearly
explains that majorly increases failure to achieve competence. One of the best ways though
which these challenges can be identified in a timely manner and overcome is by enhancing
awareness about changing market needs and ways in which this synergy can be maintained in a
positive manner so that planning and organizational development can be done in an appropriate
and effective manner.
Primary data analysis also explains that focusing upon innovation and entrepreneurship
can help e-commerce organizations to enhance their overall profitability and can help in
generating accurate results and outcomes. Generation of accurate results will directly help
organization getting a clear view, taking appropriate decisions that will be helpful successful
planning and development of organization (Si and et. al, 2020). These results can also help
organizations in getting a clear view of changing market needs and requirement so that they can
develop innovative products and services that can fulfil needs and requirement of this customers
and can further help them in attracting more customers which can further help e-commerce
organizations in developing strong customer base. From both secondary and primary data
analysis it has been identified that it is important for e-commerce organization to gain
appropriate knowledge about changing market needs and requirement. So, that this information
or knowledge can be used by them for organizational development and focus upon synergy of
entrepreneurship and innovation (Si and et. al, 2020). Enhance awareness and information about
changing market needs also makes it much easier for organizations to maintain strong
coordination between entrepreneurship and innovation. It is especially important for e-commerce
organization that operate globally and provide their products and services to their global
customers because needs and requirements of their customers of different nations is different.
CONCLUSION AND RECOMMENDATION
Conclusion
From above analysis, it has been concluded about the concept of synergies between
innovation as well as entrepreneurship through a review of principle literature in the field of
different studies. As per considered the Literature review to identify more information regarding
the entrepreneurial and innovative organizations within global world. In this study, it has been
30

focused on the importance of innovation within online e-commerce industry which is always
supporting to provide brief insight related the innovation. This study was focused on the
innovation Amazon.com which is based on the online e-commerce enterprise. It has been
adopted the innovation in their business services and also positively related to each other,
interact to help an organization in term of flourishment.
In this study, it has been described about the relationship between innovation and
entrepreneurship which become consider as complementary and a combination of vital role
played in the success of enterprise. Afterwards, it also changing the sustainability in today’s
innovative dynamic environment or culture. At certain point, innovation and entrepreneurship
are not to be confined in their initial stage of new venture but also adopting as holistic approach
for enterprise growth. Usually, this study has explored the synergies between innovation as well
as entrepreneurship within online e-commerce business through a review of principals. It has
been shown the innovation as important factor for long-term sustainability of e-commerce
industry. Afterwards, results drawn from case study which are summarized under circumstances.
Online e-commerce industry has been transforming the specific rules and regulation of
competition and inventing as new value proposition. Sometimes, it has been changing the
business which are possibility as internet or strategic fundamentals. Entrepreneur is mainly
focused on the traditional bricks-and-mortars where enterprise facing the different kind of
problem which are transforming their business in term of digital economy. It mute be able to
identify the disruptive nature within e-commerce. This study was determined about the e-
commerce operates in highly competitive marketplace whereas sustainable competitive
advantage may consider as impossible as there are limited barriers to enter into market while
facing high competition level. As per analysis, it has summarized that innovation face constantly
challenges of erosion as well as imitation. There are different ways to review in the literature
about the advantage or benefits of e-commerce industry. Electronic marketplace has been
representing as extraordinarily challenging environment for entrepreneurs that’s why
implementing the innovation in business growth and development. Since, e-commerce is based
on the new enterprise that always support for future market and defined where much of thinking
or building needed to harness its own potentially. Identifying the new opportunities of enterprise
which may consider as critical in term of initiating innovation and rapidly changes associated
with improvement within product or services.
31

The study has concluded that enterprise only be developed when e-commerce industry
involves in different innovative services. Amazon has been rapidly growing the organization that
always support for expanding online e-commerce enterprise. Through this research study, it has
been identified the organization to enhance their existing processes in order to improve existing
services. As per discussion, it has found that many consumers attract towards innovative service
while establishing a strong position in global marketplace. This study has been analysed that
Amazon.com should be considered as innovative in every aspects which remain in maintain the
competition. At certain level, it has been examined that potential consumer needs to be changing
from time to time. Therefore, it can select or choose appropriate product and service to target the
consumer through e-commerce enterprise. Nowadays, it assists the online e-commerce business
in context of growth while enhancing the operational efficiency as well as productivity. A
development of e-commerce enterprise which is mainly depending on the strong relationship that
needs to be maintain coordination business management and potential consumers. This study
was representing that provide better training session for making use of new innovative tool or
technique. It also supports for organizing the overall business processes while generating
accurate result in the return on investment. Thus, researcher has been made the important
decision in regarding the e-commerce industry and their innovation of enterprise regarding
growth or development. Furthermore, this study has concluded that entrepreneurship include all
kind of skill which available into individual person so that they can easily running their business.
Afterwards, it possibility to make a better or feasible within business. When implementing the
innovation that may support to bring more change in their existing product as well as service. it
helps to satisfy the suitable need or requirement of potential consumers in proper manner.
32

As per study, it has been considered the entrepreneurs of Amazon.com which needs to be include
as innovative concept. It brings more changes in the organization and diverting the mind of
potential client towards e-commerce business improvement. So as it clearly indicating the entire
business which being more productive and help them to increase operational efficiency of
enterprise. However, it has been analysed that e-commerce approach other individual people to
provide better training session. So as they can easily fulfill all essential need or requirement.
Afterwards, it has been focused on the interconnection between innovation and entrepreneurship
which become more important especially when Amazon.com maintain their high level enterprise
development. Another way, it is also implementing the suitable advantage, benefits of synergies
in e-commerce industry whereas they have supported to enhance performance of individual staff
members, satisfying the proper customers and meet their expectation level. Further help in
identification of any kind of problem which are mainly faced by staff members, consumers. This
study was evaluated that synergies help them to gain more competitive advantage which bring
more changes in business and increase overall business popularity in global world. As per
discussion, it has evaluated the combination of important aspect of e-commerce enterprise to
achieve success and sustain within global world. At certain level, it helps to eliminate or remove
different kind of challenges and then impact a successful planning to achieve desirable goal.
Recommendations
Here are following recommendations that can be used by Amazon.com to overcome
challenges by focusing on organizational development because of synergies between
entrepreneurship and innovation:
 It has been identified that focus is one of the most important factors that can help e-
commerce organizations to focus positively upon organizational development and maintain
synergy between entrepreneurship and innovation (Aslam, Muqadas and Imran, 2018).
Focusing upon collecting and analyse data related to current market trends as it will directly
help them to identify challenges that can be faced by them in future. It will further help them
to plan develop strategies that can be used by them to move forward and achieve competitive
advantage.
 Developing effective communication is another way through which organization
development can be focused upon in an effective manner and can help them in maintaining
synergy between entrepreneurship and innovation. Open and transparent communication
33

directly helps in development of strong relationship between management and employees
which further helps organizations in relating committed to organization achieve their desired
aim and objectives in an appropriate manner. It can also help employees to adopt themselves
as per changing environment adopt and work on new technologies in an easy and effective
manner (Malik, Lenka and Sahoo, 2018). It will further help company in developing a
positive environment culture which will make it easier for them to focus upon maintaining
synergy between entrepreneurship and innovation.
 Creating an effective information distribution channel is another way through which
challenge associated with maintaining synergy between entrepreneurship and innovation.
Effective information delivery system can directly help organization to overcome lack of
awareness challenge. E-commerce organizations can focus upon organizing time to time
team meetings, creating seminars as these communication modes will provide employees
with a medium though which they can share their experiences, ideas with others for
development of new and innovative strategies that can be used by organization for
organizational development and for gaining competitive advantage.
 Leadership is one of the most important factors that can impact organizational planning,
change priorities, focus and vision of companies (Malik, Lenka and Sahoo, 2018). By
focusing upon developing training programs for development of effective future leaders will
help organization to achieve their pre-defined objectives and focus upon developing
approaches for achieving organization development and positive growth rate and overcome
challenges associated with maintenance of synergy between entrepreneurship and innovation.
34

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36

APPENDIX
Questionnaire
1. Do you think that it is important for e-commerce websites to maintain synergy between
entrepreneurship and innovation?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
2. Do you think synergy of entrepreneurship and innovation plays a role in development and
growth of organization in e-commerce industry?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
3. Do you think synergy between entrepreneurship and innovation help Amazom.com in
sustaining within the market and achieve success?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
4. What are different kinds of benefits that synergy between entrepreneurship and innovation
provide to Amazom.com?
 Attaining brand awareness
 Strong customer base
 Gain competitive advantage
 Others
5. Do you think Amazom.com faced any kind of challenges in terms of organizational
development because of maintaining synergy between entrepreneurship and innovation?
 Strongly Agree
 Agree
 Disagree
37

 Strongly Disagree
6. What kind of challenges are faced by Amazon.com in terms of organizational development
because of maintaining synergy between entrepreneurship and innovation?
 Lack of clear direction
 Lack of developing clear objectives
 Failure to enhance competence
 Lack of adequate awareness
 Others
7. Do you think challenges faced by e-commerce organizations can due to synergy of
entrepreneurship and innovation can impact employee performance and customer
satisfaction?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
8. Do you think that Innovative will increase the overall profitability as well as productivity of
online enterprise?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
9. Do you think that synergies help for business to generate accurate result or outcome of online
enterprise?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
38

10. Do you think that Amazon focus on the organizational development by implementing
innovation in their business?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
11. Do you think that organization growth and development depend on the innovation of
different product and services?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
12. Do you think that synergies provide the greater benefits, advantage of e-commerce business
in global marketplace?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
13. Do you think that Amazon.com will be establishing a strong coordination among innovation
as well as entrepreneurship?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
39