Knowledge Management Strategies in Achieving Competitive Edge-Amazon

This BA Business UOS dissertation investigates the role of knowledge management strategies in achieving a competitive advantage, focusing on Amazon as a case study. The research employs a deductive approach with a positivism philosophy, utilizing a mono-method qualitative approach and secondary data collection. The study aims to determine the conceptual framework of knowledge management, explain its significance within Amazon, identify various knowledge management strategies used by the company, and explore the management challenges faced in a competitive environment. Ultimately, the dissertation seeks to understand the impacts of knowledge management strategies on Amazon's competitive advantage. Recommendations include building knowledge management training programs, enhancing productivity, and improving products and services, alongside fostering strong consumer relations. The research concludes by emphasizing the importance of comparing knowledge management data to continuously improve processes within the organization.

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used from the published or unpublished works of other people.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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BA Business UOS Dissertation
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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BA Business UOS Dissertation
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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BA Business UOS Dissertation
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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BA Business UOS Dissertation
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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