Case Solution

Jeffrey Rayport, Dickson L. Louie
Harvard Business School ()

In late 1999, Steve Riggio, vice president and acting CEO of wondered what his company should do against, the online retailer that is the largest online book seller in the United States. While has been careful to expand into new media-related categories, such as magazines, CDs, and posters, has expanded into a variety of seemingly separate categories, such as zshops, auctions, and power tools. While some see this expansion as a weakness in’s brand strategy, how could Riggio and best use it to become the leading online bookseller in terms of market share and long-term mental share? term?

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