Amazon in Emerging Markets

by: Amy Nguyen-Chyung, Elliot Faulk

Publication Date: August 1, 2014
Length: 28 pages
Product ID#: 1-429-401

Core Disciplines: Entrepreneurship & Innovation, International Business, Leadership/Organizational Behavior, Marketing/Sales, Strategy & Management

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Teaching Note

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This case leads to a vibrant discussion and comparative analysis of Amazon’s strategies across three major emerging markets. Amazon is known to virtually every student, making an illustration of internationalization strategies easy. This case begins with Amazon’s entry into, India; Diego Piacentini, head of international operations, and country manager, Amit Agarwal, are launching in June 2013. The case documents the challenges and opportunities Amazon found in India, and then looks back on Amazon’s experiences in China and Brazil. It then wraps up with some speculation about Amazon’s move into other areas including Mexico, Russia, and the Middle East.

Teaching Objectives

After reading and discussing the material, students should:

  • Recognize factors affecting location choice across multiple international markets.
  • Compare implementations across countries and rationale for different entry modes.
  • Debate pros and cons of different entry timing (e.g., entering early or late).
  • Discuss the necessary scale of investment for entry into emerging markets.