學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Amazon: The Antitrust Case
內容大綱
The case of Federal Trade Commission (FTC) versus Amazon.com Inc. (Amazon) revolved around allegations of anti-competitive practices and monopolistic behaviour by the tech giant. Amazon, with its diverse portfolio of services and dominant market position in online retail, faced accusations related to its bundling of “Fulfillment by Amazon” with Prime Eligibility and its price parity rules for third-party sellers. The FTC claimed that Amazon’s bundling strategy stifled competition by compelling sellers to use its fulfillment services, thus limiting their choices and potentially driving up prices for consumers. Additionally, Amazon’s price parity rules allegedly restricted sellers from offering lower prices on other platforms, potentially leading to artificially inflated prices across all channels. However, Amazon argued that these practices were essential for maintaining service quality, preventing showrooming, and protecting its brand reputation. The company would have to evaluate the validity of the FTC’s claims and determine the best course of action in response to the lawsuit.
學習目標
This case can be adapted and used in case discussions for undergraduate- and graduate-level courses on digital strategy, decision-making and risk management, corporate strategy, and digital platforms. Working through the case and assignment questions will give students the opportunity to do the following:<ul><li>Assess antitrust policies and how they apply to digital platforms such as Amazon.</li><li>Explore the concept of monopoly power in the digital age and its implications for competition and consumer welfare.</li><li>Develop an understanding of Amazon’s major business strategies, such as bundling services and enforcing price parity, and assess their impact on competition and consumers.</li><li>Gain an overview of the regulatory challenges faced by governments and regulatory bodies in addressing antitrust issues in the digital economy.</li></ul>