Grand Strategies: Establishing Long Term Objectives

Grand Strategies: Establishing Long Term Objectives

DOI: 10.4018/978-1-7998-0957-9.ch005
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The overarching goal of grand strategies is to shape a company's long-term goals and market success. Michael Porter's five forces is an effective strategy that helps companies to identify a stable position within the marketplace. His tactics and others will be discussed in this chapter so that companies can easily plan their entry into the global marketplace. There are certainly risks associated with each. Therefore, companies need to clearly articulate which aligns best with the mission and vision of their organization.
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Culture And Background

Amazon is a Fortune 500 company established in 1994 by Jeff Bezos (Amazon, 2018). Initially the company only sold books. The headquarters are located in Seattle, Washington. Amazon’s initial public offering was made in May 1997, during that time their common stock was also listed on NASDAQ’s Global Select Market (Amazon, 2018). In 1998, the company established stores in the United Kingdom and Germany (Amazon, 2018). Eventually the company began teaming up with additional vendors who in turn could sale their products through Amazon’s website. With more than 20,000 customers worldwide, Amazon presently has 12 bricks and mortar centers throughout the world (Amazon, 2018).

Company culture is the attitudes and norms that shape an organization. Amazon is known for having an entrepreneurial culture, which is demonstrated by:

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