Amazon: Taking on India

Was Amazon on the road to cracking the e-commerce code in India despite the heated competition and operational challenges?
Rajeev Kohli  | Fall 2017
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In the spring of 2017, Amazon was engaged in a fierce battle for leadership in India’s e-commerce marketplace with local competitors Flipkart and Snapdeal. Amazon had entered the fray in 2013 and had begun implementing new business practices that it hoped would propel the company forward in India’s rapidly growing, large consumer economy. Amazon, Flipkart, Snapdeal and now possibly Alibaba/Paytm Mall seemed to be engaged in a winner-take-all battle in India. Would Amazon’s substantial capital investment pay off?

Case ID: 180502

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