Technische Universität Berlin
Fakultät VIII: Wirtschaft und Management
Institut für Technologie und Management
Fachgebiet Strategische Unternehmensführung

Prof. Dr. Michael Mirow

Seminar Paper on
Strategies to Achieve Market Leadership: The Example of Amazon
(Summer term 2005)

presented by:

Sören Preibusch, 215995

Matthias Fleckenstein, 215274

Kottbusser Damm 24

Magistratsweg 21

10967 Berlin

13593 Berlin

Berlin, May 17, 2005

Table of Contents

I

Table of Contents
Table of Contents ............................................................................................ I
Table of Abbreviations.................................................................................... II
Table of Figures............................................................................................. III
Table of Tables..............................................................................................IV
1 Introduction.................................................................................................. 1
2 Market Leadership as a Strategic Goal in Electronic Commerce ................ 1
2.1 Value Chains and Actors in EC............................................................. 1
2.2 Principles for Success in Electronic Commerce.................................... 3
2.3 Porter’s Branch Structure Analysis applied to EC Markets ................... 4
2.4 Context Factors and Value Creation Potentials in EC Markets ............. 8
2.5 First Mover Advantage and the Role of the Pioneer ............................. 9
3 Amazon.com – The Road to Market Leadership ....................................... 10
3.1 Company Portrait ................................................................................ 10
3.2 Redefining Book Retailing: Amazon vs. Barnes & Noble .................... 11
3.3 Realizing the