The Microenvironment of Amazon.com Research Paper

The Microenvironment of Amazon.com - Research Paper Example It is evidently clear from the discussion that collaboration is concerned with how firms participate in the market through channel members and/or customers leading to the co-creation of value, strong supply chain relationships, partnerships and use of social media. Amazon.com is always seeking collaborative relationships to help grow its business, leading to the creation of customer value and market performance. According to Cimpanu, Amazon collaborated with Target from 2001 where the latter’s e-commerce platform was managed by Amazon.com as it had the capability and experience to do so. This collaboration was however ended in 2011 after several lawsuits against Amazon. The company has also collaborated with some partners in the fashion industry. For instance, according to Vogue, Amazon launched an exclusive collaboration with Meadham Kirchoff designers for a collection of sweatshirts. Still, in the same industry, Amazon is collaborating with another designer for Derek Lamâ₠¬â„¢s 10 Crosby contemporary line. Amazon has also opened up collaboration with other entrepreneurs through its cloud system whereby other entrepreneurs can use it at a cost of 10 cents an hour and harness its computing capability. McConnell reports that Amazon launched ProductWiki which opened the door for citizen marketing as it allowed customer editable information. These collaborations have enabled Amazon to deliver value to customers by providing a variety of products at affordable costs and at their convenience. Customers can, therefore, find a wide variety of products from books to electronics to clothes, courtesy of the various collaborations that Amazon engages in with a number of partners.