Jeff Bezos setup Amazon in 1994 and began trading on the Web in 1995 in the initial, subsequently regarded, commercialisation period of the Internet’s development. Many consumers adopt technology in a relatively passive process, likened to following fashion (as opposed to making informed decisions about standards or scalability) – demonstrated by a study of mobile phones in colleges (Katz, 2006). By default, one may therefore see Amazon’s business success from a hard-deterministic perspective i.e. the availability of technology enabled Amazon to (luckily) thrive. However, Amazon’s strategy, in its early adoption of e-business technology, involved a process to co-construct the e-business technologies (i.e. Web) to bring about change – the ‘digital revolution’. Amazon’s innovation lay within the use of technology to transform commercial and the social landscape so this essay focusses on Amazon as a retailer of books in its first decade of growth. The Digital Revolution The ‘digital revolution’ describes the “changes to society and business, beginning in the 1990s, that were brought about by technologies such as digital networks, computer software and new digital media” (T320, Block 1 Part 1, p.26). Despite a widespread acceptance in contemporary society that the digital revolution is humanity’s most radical technological leap, some[…]
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