Amazon.com has gained the No. 1 spot as the world's largest Internet retailer. But, never content to rest on past laurels, CEO Jeff Bezos keeps introducing and upgrading Amazon products and services. It's hard to keep pace with new versions of the Amazon Kindle Fire, Prime Instant Video TV. and movie content streamed on demand. There's a variety of cloud computer services. And, Bezos keeps increasing investments in new distribution centers staffed increasingly by robots. It's all part of a push to make Amazon the go-to choice for fast- even same-day- deliveries of as many of the products we consume as possible What's Next? Amazon.com has quickly-_not quietly- grown from a home operation into a global ecommerce giant. By forging alliances to ensure that he has what customers want and making astute purchases, Bezos has made Amazon the go-to brand for online shopping. After its significant investments in new media, services, and distribution, does the company risk losing its original appeal? Will customers continue to flock to Amazon, making it the go-to company for their each and every need? Source: Schermerhorn Jr. J.R. Bachrach, D.G. (2016) Amazon.com Keeping the Fire Hot". In Exploring Management (Cases for Critical Thinking). Case Analysis Questions Answer the following in up to 350 words each. 1. Bezos once said, "Amazon may break even or even lose money on the sale of its devices." The company expects to recoup the money later through the sale of products, with a further boost from its annual Prime membership fee. Explain how this strategy shows Bezos as a systematic and intuitive thinker. 2. It seems like everyone is streaming these days and there are a growing number of providers. Amazon is a player in the digital entertainment market, but hasn't taken a clear lead. Determine, based on the strengths of the company, what decisions should be made to ensure that Amazon jumps ahead and becomes the "No. 1" source for digital content streams. Text Predictions: On Click here to enter text. 8 Accessibility: Investigate D, Focus