Shopify, which began as a Canadian snowboard marketing company, has evolved into an e-commerce software solutions provider that allows merchants to quickly and easily set up and maintain an online store. Shopify helps merchants compete against Amazon. Its been expanding its business to provide tools in payments, inventory control, and shipping. In addition, the company rolled out Shopify Capital to extend loans to U.S. merchants. To test the merits of Shopifys strategy and distinguish it as a winning strategy, which major question needs to be addressed?

Multiple Choice

• Is Shopifys strategy ethical and socially responsible, and does it put enough emphasis on good product quality and good customer service?

• Does Shopifys strategy strike a good balance between maximizing shareholder wealth and maximizing customer satisfaction?

• Is Shopifys strategy resulting in the development of additional competitive capabilities?

• Is Shopifys strategy helping the company achieve a sustainable competitive advantage, and is it resulting in a better company performance?

• Is Shopify putting too little emphasis on growth and profitability and too much emphasis on behaving in an ethical and socially responsible manner?