Amazon Offensive moves --What recent offensive moves has the company taken to strengthen its competitive position? --How well do these seem to have worked? *Defensive moves --What recent defensive moves has the company taken to strengthen its competitive position? --How well do these seem to have worked? Mergers and acquisitions --Over the last seven years, what mergers and acquisitions has the company made? --What divestments and spin-offs has it made? --How do these moves help it achieve its strategy? Vertical integration --What steps has the company taken in the last seven years to integrate vertically and more fully own the parts of its value chain? --What steps has it taken to outsource activities and rely on suppliers, partners, and distributors rather than perform steps internally