this success is a high level of investor confidence in Bezos’ metastrategic design. Using Vandermerwe’s article, this analysis will focus on the systems of action implemented by Amazon.com which demonstrate how sound metastrategic design encompasses the concept of wholeness, particularly when it comes to value-added product and customer focus. Taken as a whole, it is these kinds of strategies which are thought to achieve the highest level of success in gaining competitive advantage, applying economies of scale, and increasing returns.
Successful leaders are able to manage companies based on a strong founding vision, a sound identity, harmonic configuration design, and efficient and effective systems of action. When Limerick (et al 153) quote the Silicon Forest studies as demonstrating “All of our organizations have a dream, a Utopia which they find persuasive and which directs their activities”, they surely could be referring to the founding vision and Utopia-like organizational culture of Amazon.com where Bezos’ ambition to become the world’s largest E-tailer is now daily reality. Adding value was one of the main systems of action Bezos put into place, that and treating the customer as a whole. Taking value-added product to new heights and redefining retailing, E-commerce, and book-selling in the process, Bezos achieved success and differentiation through successful strategies that rapidly attracted customers. For example, a consumer can choose from more than 5 million books titles or over half a million video titles. Amazon has spent enormous sums on marketing and technology in order to develop sophisticated internal search engines that make product searches prices and efficient. Online book-selling also allows the company to point consumers to related books and/or products of interest, products they also offer as they begin to expand their product line enormously. Further, a customer can log onto Amazon, and ...