How Amazon Adapted to the New Marketing Realities of Globalization, Technology and Social Responsibility

How Amazon.com adapted to the new marketing realities of globalization, technology and social responsibility

Paulette Mason

Wilmington University

Globalization

In recent years, improvements in transportation, communication, digital technology and the internet have created a new reality for marketing on a global scale. Amazon.com has utilized these advancements in technology since its inception in 1994 due to the forward thinking and leadership of CEO Jeff Bezos. As a result, Amazon.com has become a leader in the global marketing arena, by experimenting, adapting and pushing the marketing envelope to the edge.  

Almost any type of entity can expand into international markets utilizing technology. However, success depends on several factors besides the products and/or services offered. Saavy business marketers must be aware of the cross-cultural settings and the differences in conducting business in regards to communications, technology, ethics and other areas of social responsibility.  

According to Diego Piacentini, Senior Vice President of International Consumer Business, one of the keys to success in global markets for Amazon.com is that it stays true to its core mission: to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. Piacentini emphasizes that the mission stays the same in every part of their global operation. However, it is the strategy and execution that may change in delivering services depending on the customers’ country and/or culture. Globally, Amazon.com customers will enjoy the same shopping and customer service experience, no matter where they live. The core mission of Amazon.com is that the customer is central to success and this is ingrained in every employee as they join the company.

Technology

Amazon.com began making history ever since it opened its virtual doors in 1995. By the end of its first month in business, orders had shipped to all 50 U.S. states and 45 countries worldwide. Instantaneously, a consumer shift to online shopping and the willingness by Amazon.com to sacrifice profits to expand operations fueled a new way of doing business as the 21st century approached. In 1998, Amazon.com began its global expansion and opened virtual stores in several countries. Fulfillment and customer call centers were strategically located in countries, not hosting websites. This strategy ensured that Amazon.com had a worldwide presence. Common to operations and its success is the software designed by Amazon.com. It is consistent in all platforms around the world and gives the company complete control to change programs as to where and when needed.