find books and other products recommended by the company based on the individual’s preferences and past purchases. Making the customer number one and catering to all of the customer’s needs is a part of Bezos’ plan, one that encompasses all fives aspects of Vandermerwe’s (1) outline of the main areas strong leaders/managers must address in order to achieve success based on focusing on the whole customer: “1) swinging the power from the company to the customer, 2) Achieving customer lock-on, 3) articulating new market spaces, 4) delivering an integrated customer experience, and 5) creating one cohesive strategy from reinforcing loops that build and sustain momentum.”
Through its innovative Web site and heavy technology and advertising spending, Amazon.com has been able to achieve all five aspects of focusing on the whole customer. Further, many analysts criticize Amazon.com’s lack of return
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