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Value Chain Considerations
Technology development is defined in the context of the value chain as one of the horizontal support activities within an organization (Saliola,Zanfei, 2009). Amazon.com is unique in that it has the critical elements of technology that compliment other firms value chains (Gupta, Lehmann, Stuart, 2004) and therefore has a high degree of differentiation as a result There are also the primary activities of Marketing & Sales and Service within any value chain. There are ample opportunities in each of these two areas of the Amazon.com value chain to differentiate their Web Services and also gain increased profits as well. Beginning with Marketing & Sales, the development of an integrated marketing communications strategy that stresses the need for generating trust on the part of their customers over their websites is crucial. Their unique value proposition must concentrate on trust first and then build out their pricing, promotion and distribution to reflect this unique strength. Secondly, the development of more effective Service both in the area of developer relations for AWS and for their customers use of Web development tools is critical. The critical need for making sure AWS customers gain the trust of those they sell to,

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