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Essay and discussion questions

  1 

Evaluate the range of restructuring options for an existing ‘ bricks‑  and‑  mortar’ 

organisation to move to ‘ bricks‑  and‑  clicks’ or ‘ clicks‑  only’ contributing a higher 

online revenue.

  2 

Explain the main strategy definition options or decisions available to an organisa‑

tion intending to become a digital business.

  3 

Between 1994 and 1999 Amazon lost more than $500m, but at the end of this 

period its valuation was still more than $20bn. At the start of 2000, Amazon.com 

underwent its first round of job cuts, sacking 150 staff or 2% of its worldwide work‑

force. Later in 2000 its valuation dropped to less than half.

Write an essay on the strategy of Amazon.com exploring its history, different 

criteria for success and its future. See the Wired Magazine archive for profiles of 

Amazon (www.wired.com).

  4 

Analyse the reasons for the failure of the original boo.com. Research and assess 

the sustainability of the new boo.com business model.