Amazon, E-Commerce, and the New Brand World

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dc.contributor.authorD'Agostino, Jessica Loe
dc.date.accessioned2018-12-15T17:13:15Z
dc.date.available2018-12-15T17:13:15Z
dc.date.issued2018-06
dc.description94 pages. Presented to the Department of Business Administration and the Robert D. Clark Honors College in partial fulfillment of the requirements for the degree of Bachelor of Arts June 2018
dc.description.abstractThis thesis evaluates the impact of e-commerce on brands by analyzing Amazon, the largest e-commerce company in the world. Amazon’s success is dependent on the existence of the brands it carries, yet its business model does not support its longevity. This research covers the history of retail and a description of e-commerce in order to provide a comprehensive understanding of our current retail landscape. The history of Amazon as well as three business analyses, a PESTEL analysis, a Porter’s Five Forces analysis, and a SWOT analysis, are included to establish a cognizance of Amazon as a company. With this knowledge, several aspects of Amazon’s business model are illustrated as potential brand diluting forces. However, an examination of these forces revealed that there are positive effects of each of them as well. The two sided nature of these factors is coined as Amazon’s Collective Intent. After this designation, the Brand Matrix, a business tool, was created in order to mitigate Amazon’s negative influence on both brands and its future.en_US
dc.identifier.urihttps://hdl.handle.net/1794/23999
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsCreative Commons BY-NC-ND 4.0-US
dc.subjectBusiness administrationen_US
dc.subjectBrand strategyen_US
dc.subjectAmazonen_US
dc.subjectE-commerceen_US
dc.subjectBrand dilutionen_US
dc.subjectScalabilityen_US
dc.subjectRetailen_US
dc.subjectConsumerismen_US
dc.titleAmazon, E-Commerce, and the New Brand World
dc.typeThesis/Dissertation

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