Author(s)

Zhenghao Dai, Weiwei Liu, Shuqiong Zheng

Corresponding Author

Weiwei Liu

ABSTRACT

This study attempts to present a business analysis of Amazon India through organizational behavior theory. As is well known, Amazon has increased its investment in India. It is undeniable that Amazon has successfully developed in India, but it also faces many corresponding challenges. We try to look ahead to Amazon India by studying the failures of Amazon China and summarizing them. The purpose of this paper is to sort out the various decisions made in Amazon India, analyze the impact of the decisions, analyze the different effects brought about by the cultural differences between China and India, and propose some key and feasible future directions. The research was conducted by first reading the Amazon India-related news to analyze the decision-making, and then investigating the Indian online transaction data to analyze the success of Amazon India’s decision-making. At the same time, we analyze the failure of Amazon China, and integrate Amazon India and Amazon China for analysis. We also attempt to help analyze Amazon’s shortcomings in the Indian market through organizational behavior theory. Although the cultural and national characteristics in India determine the fundamental difference between the Indian market and the European and American markets, still the lessons learnt from Amazon’s experience in the Chinese market can effectively help analyze the potential problems of Amazon India. By predicting the problem, it can help Amazon to provide advice on the development of the Indian market.

KEYWORDS

Amazon, Business Strategy Analysis, localization, Cultural Transfer