Amazon - one of the world's most valuable companies - is worth more than Walmart, Netflix, Target, Nike and Costco combined. What are the secrets to its success? How can these insights be applied to other businesses in the e-commerce sector? The retail industry is facing unprecedented challenges.
Across all sectors and markets, retailers are shifting their business models and customer engagement strategies to ensure they survive. Amazon offers unique insight into the company's persistent dissatisfaction with the status quo and innovation and how it has fundamentally changed the ways in which
we shop. This fully updated second edition explores Amazon's response to the coronavirus pandemic, the convergence of physical and digital retail, e-commerce economics and sustainability, as well as future policy implications. Written by industry-leading retail analysts and with the first edition
now translated into more than a dozen languages, Amazon is an invaluable resource for discovering the lessons that can be learned from the company's unprecedented rise to dominance.
Vanessa Ratten, Paul Jones, Vitor Braga, Eduardo ParraLpez
£87.50
Book + eBook
Increased interest in handicrafts has led to more people becoming artisans both as a hobby and a business activity, making Artisan Entrepreneurship a growing phenomenon. This has been particularly relevant during the COVID-19 crisis in which individuals and communities began engaging with more
bespoke crafting at home. This book focuses on these practices from different perspectives including the art, cultural and social sectors, thereby highlighting the emerging new types of artisan activity that preserve cultural elements while incorporating emerging technologies like social media.
This volume analyses artisan entrepreneurship using different approaches including at an individual, group and societal point of view providing a better understanding about how these handicraft workers contribute to societal wellbeing and aid cultural heritage preservation for future generations.
Each chapter of this book looks at these practices in a different way, enabling the practical and theoretical significance of artisan entrepreneurship to emerge and presenting a holistic understanding of artisan entrepreneurship in different contextual settings.
Artisan Entrepreneurship provides a unique way in which to understand an important type of enterprise that has been neglected but recently had a resurgence. This book provides a fundamental contribution to the field of artisan entrepreneurship.
This book contains an Open Access chapter
The COVID-19 pandemic disrupted economies and society globally. In addressing the crisis, the Internet proved incredibly important in enabling many to shift physical work, education, and social activities online and facilitating the tracking of the progress of the pandemic.
Beyond the Pandemic? is the first edited collection to concentrate on the dynamic and complex relationship between the Internet and the role it played in responding to the pandemic. Covid-19 accelerated the digital economy transformation, changing the way work, education, and social engagement is
organized, potentially permanently. The collection of international scholars who contributed to this volume offer insightful perspectives on how the Internet ecosystem responded and was changed as a consequence of Covid-19; the sectoral consequences of shifting activity online that the Internet
enabled for many, but not for all; and the implications for regulatory policies.
Given how central digital technologies are to all aspects of business, society, and government, Beyond the Pandemic? is integral to the exploration of the sectoral consequences of the Internet for business managers, policymakers and researchers engaged in planning and study for the digital economy
future and planning for future pandemics.
This book contains an Open Access chapter
The continued rise of the digital age and its radical innovation activities compel us to reconceptualize how entrepreneurial ventures and other organizations use various technologies to grow, evolve, and perform. How do the boldest entrepreneurship theories assist in this reconceptualization?
Entrepreneurship has been heralded for decades as a revolutionary movement within the domain of business theory and practice. If so, then what are the most powerful and significant aspects of this entrepreneurial revolution?
Bleeding-edge Entrepreneurship illuminates new possibilities, expanding entrepreneurship’s massive potential to create unexplored physical and virtual realms. The contributors are worldwide experts in technology-enabled entrepreneurship and social enterprise. The chapters cover a wide range of
entrepreneurial phenomena, theories, and practices. Delineating the very best practices for venture performance in the world's most progressive realms, illustrating the nature of impact in extreme uncertainty, and shaping public policy regarding all these activities, Bleeding-edge Entrepreneurship
is required reading for practitioners and academics in all fields of business, but especially those who are interested in entrepreneurship.
Contemporary Issues in Entrepreneurship Research is an official book series of the Institute for Small Business and Entrepreneurship (ISBE). Each volume is designed around a specific theme of importance to the entrepreneurship and small business community with articles collectively exploring and
developing theory and practice in the field.
The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new
industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and
enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the
brand-protection industry.
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. Social media marketing complements a brand or company's current marketing strategy as it aids in amplifying a company's brand
voice and presence. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
Marketers must be strategic in how they utilize these platforms by first understanding their consumers, while at the same time, meeting their business goals and objectives. Case studies on companies that use social media and advanced technologies to increase their brand awareness, engagement and
conversion are discussed in this book. As businesses globalize, many marketers are struggling to establish a presence outside of the United States. Thus, this book also discusses the cultural differences in each country and how these differences matter when considering the usage of each of the
social media platforms in certain countries.
In this new work, digital marketing expert Emi Moriuchi educates business owners, marketing practitioners, students, as well as marketing researchers in understanding the usage of social media strategy . Containing both evergreen content as well as trending knowledge in the consumer market, this is
a must-read for understanding social media marketing for domestic and international market.
Discover how the world's best brands create outstanding customer experience, engaged teams and market-beating growth with this practical guide, providing a model that will help any organization deliver effective and seamless customer engagement. Customer experience (CX) has been a phrase in business
lexicon for over 30 years.
Seen by many as the last battleground, where winners will gain competitive advantage and increased market share, there is not a company in the world that is not in some way focused on the quality of the experience they deliver.
However, for many businesses, CX is neither a strategic discipline, consistently applied, nor is it a well-trodden path. It's not easy to deliver exceptional customer experience, again and again, and it becomes difficult to have a CX strategy that provides tangible and measurable results. Customer
Experience Excellence provides a route map to CX success.
Drawing on a vast body of research collated and curated by the global consulting group KPMG, this book shows how the world's most elite organizations have made excellence a habit, by creating authentic, human connections at scale. Whether dealing with external consumers or internal colleagues,
learn how to become an enlightened and agile business and 'think customer' at every single touch point.
Discover the profitable business opportunities within the metaverse and learn how you can and why you should get your company involved today. In Decoding the Metaverse, Creative Cloud strategist and Web3 expert Chris Duffey establishes a roadmap for entry to the metaverse. Written to help businesses
get a handle on a complex new business opportunity, the book begins by explaining how previous iterations of the internet led to the creation of immersive digital technology with Web3 before detailing the building blocks of the metaverse. The book takes readers through the future of digital spaces,
offering insight into immersive experiences, customer engagement, product-led growth and profitability. The chapters focus on the building blocks of the metaverse, including NFTs, blockchain, tokenomics, gaming and virtual real estate. Each chapter is paired with a corresponding case study from
well-known brands currently working in the metaverse. Decoding the Metaverse ends with guiding principles about the ethical ramifications of immersive experiences and digital governance.Throughout Decoding the Metaverse, Duffey highlights the importance of reaching customers through shared immersive
experiences. Showcasing the potential impact of working with Web3, he explains how companies can use these opportunities to further their reach and grow their revenue. Readers will step away from the book eager to get their companies involved today.
Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global
economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions.
Themes explored throughout the book include:
• Service Encounters via Social Media and Customer Relationships
• Digital and Organizational Storytelling
• Artificial Intelligence and Customer Experience
• Sustainability Project Partnerships
As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through
issues such as environmental sustainability in the current business environment.
Every decision and action you make contributes to your brand, so it makes sense that everything you do digitally also contributes to your digital brand. Use this bestselling guide to strengthen your brand's online presence and explore core marketing avenues.Digital Branding is ideal for marketers
and brand strategists who want to enhance their brand's online presence. It provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Written by a respected Chartered Institute of Marketing (CIM) fellow, course leader and industry thought
leader, it examines core marketing areas such as content marketing, social media, search engine optimization and web analytics.The book delivers a robust framework for planning, brand identity, channel selection and measuring the effectiveness of campaigns, and includes lessons from the BBC,
Imperial College London and Hootsuite. Now fully updated, this third edition features new content on brand authenticity, ethics and meaning, as well as updates on social media regulations and social media platforms such as TikTok.