7:35 v case study H 31 Why did Amazon need to change? The ultimate change management case study. Amazon's innovation has enabled it to grow into a major corporation, making it an excellent case study for change management. Since it was founded, Amazon has innovated in countless areas and industries. As stated before, the main reason behind certain change failure in Amazon is lack of leadership support. A good leader can make an organization successful by keeping everyone united behind a common goal and by instilling confidence and motivation in the workers. When the top management fails to do so, they may find themselves in the position where they must lead the organization through major changes (Tnnissen & Teuteberg, 2020). In such situations, the best strategy would be to get the help of those who have already been doing the job successfully. These people can provide valuable insights into how the organization should be run and what kind of changes should be made. They could also help by explaining to the new management how the previous successes were achieved, thus giving them a sense of ownership and commitment. Most changes in an organization are brought about by new leadership. They have little or no experience working with the people who work for them. They try to bring in fresh ideas and ways of doing things that may not fit into the culture of the organization. These new ideas are often rejected because they do not align with how things have been done in the past. However, these new ideas can be incorporated if the old guard is willing to learn from the new ideas and let go of the old ways (Kassem, 2022). The defining characteristic of Amazon is that it continues to change. What began as an online bookstore has grown into an ecommerce powerhouse. It has destroyed competitors who don't adapt it has transformed multiple industries and it shows little sign of stopping. Amazon's defining trait has been its ability to change. What began as an online bookstore has grown into a multi-industry giant. It has crushed competitors who don't innovate, it has transformed countless businesses and it shows no signs stopping. Since the beginning of Amazon, they've been among the most popular sites in the world. They keep their position as the largest e-commerce website in the world. The history of CASE STUDY =1 the company makes it clear that it's important not only to select the appropriate marketing technologies but to choose the right name too. Many managers chose names that begin with the beginning of the alphabet to their organizations, and Amazon is certainly no exception. This enables to get higher positions in the lists ordered alphabetically, without too many efforts. Of course, this is just one of many reasons why the business has succeeded so far. Amazon is no longer simply a retailer and distributor. In addition to selling goods, it is also a manufacturer. Somewhere along the line Jeff Bezos realized that not just could Amazon sell products for lower prices, it could also manufacture those products itself. The Amazon Basics line includes a wide variety household items, including dog poo bags, iPhone chargers and Bluetooth speakers (Menton et al., 2021). While a lot of this may sound futuristic or out of reach for companies without Amazon's scale or resources, there are a couple of good reasons why SMBs should pay attention: Amazon has made considerable strides towards improving speed of deliveries by subverting traditional 3rd party logistics (3PL) models and investing in new technologies like drones and warehouse automation; SMBs who compete with Amazon in the online commerce and retail space can no longer afford to ignore the impact of drone delivery and same-day delivery; SMB's who compete with Amazon in areas like customer service, product knowledge, or niche product selection could find themselves ahead of the curve if they make those investments (Yu et al., 2016). Additionally, SMBs must ensure that they are also adopting suitable SCM technology. No matter what, SMBs need to be prepared for the future of supply chains. Amazon continues to remain one of the only major retailers that has not seen any significant impact due to COVID-19. In fact, they continue to grow despite the pandemic. They did not get there without dealing with a slew of issues (da Cunha et al., 2021). The company faced criticism for failing to pay their employees during the entire lockdown period. They also had to deal with several labor strikes. However, they were able to overcome them all and came out stronger than ever. Even though they face a lot of competition, they have continued to increase their market share.