ABSTRACT
This chapter discusses the case study of https://Amazon.com" xmlns:xlink="https://www.w3.org/1999/xlink">Amazon.com, Inc. According to the company’s annual report, they aim to be the most customer-centric company in the world, guided by four principles: the obsession with the customer instead of focusing on the competitor, passion for invention, commitment to operational excellence, and long-term thinking. Amazon is one of the biggest technology and communication companies belonging to the platform strategy. It invests in the advertising platform, cloud platform, and product platform and is one of the largest participants in the global retail trade through electronic means. They organize their operations in three segments: North America, International, and Amazon Web Services (“AWS”). This last division is by far the most profitable in the company, providing returns on revenue that reach 25%. Amazon’s shares have appreciated by more than 466% in five years; however, it does not pay dividends, it does not repurchase shares, nor does it pay millions in compensation to its executives, which leads us to believe that not all companies are active in the same way. Amazon is a good example of the heterogeneous behavior that we identified when we studied the financialization indicators in large corporations.
