ARTICLE REVIEW:

HOW AMAZON ADAPTED ITS

BUSINEES MODEL TO INDIA
By: Vijay Govindarajan and Anita
Warren

Submitted byAkshat Jaikant

MBA IB (3rd Sem)
Roll no-5

BIBLIOGRAPHIC CITATION:
How Amazon Adapted Its Business Model to India has been written by Vijay
Govindarajan and Anita Warren. This article appeared in the r Harvard Business
Review in the issue of July, 2016. Date of publication is July 16th 2016 and the
article consists of 5 pages.
AUTHORS BIOGRAPHICAL INFORMATION:
Author Vijay Govindarajan is the Coxe Distinguished Professor at Dartmouths
Tuck School of Business and a Marvin Bower Fellow at Harvard Business
School. He is the author of The Three Box Solution: A Strategy for Leading
Innovation (HBR Press, April 2016).
Anita Warren is a business writer and marketing consultant in New Hampshire.
INTENDED AUDIENCE:
The intended audience for this article are the marketers and strategists who
are trying to understand the various strategies being used in the E-Commerce
retailer businesses.
Business Students are also the audience of this article who are trying to
understand the business concepts and strategies formulation.
GENERAL PROBLEM AREA-INTENTION OF DISCUSSION-WHY?
The general problem area is clearly defined by the author in this article. For any
company while entering into a new market, the biggest challenge is to decide
whether to change its business model or to adapt the local or regional business
model. In this article author is discussing How Amazon adapted its Business
Model to India? The question is very relevant here because there were huge
challenges for the Amazon when it entered into India. Firstly, more than 67% of
the population resides in India and they do not have a internet connectivity.
Secondly, there were rigid Government FDI policies restricting foreign based

multi brand retailers. Thirdly, India still follows old cash payment system
instead of Credit cards or checking account.
So author here is trying to discuss the various strategies and business models
adapted by Amazon to fight these challenges.

PAST RESEARCH:
Author did not try to build any past research here. Question not applicable here.
OBJECTIVE/PURPOSE:
The purpose of research is clearly stated by author i.e. to understand how
Amazon adapted its business model to India. This paper explains the various
strategies being implemented by Amazon to tackle the various challenges it is
facing.
DEFINITION:
No definition is being given in the article. But the author has tries to explain
some terms which are actually the various programs and campaigns started by
Amazon like Amazon Tatkal, Amazon Chai Cart, etc.
AUTHORS LANGUAGE-VOCABULARY- SENTENCE STRUCTURE:
The language and vocabulary used by the author is simple, easy to understand
and does not involve any complex words.
Author seems very optimistic about the Amazon Business Model. He is not
being biased here but explains how the various strategies have given positive
result to the company. For example
Amazon developed a program to recruit an army of suppliers and convince
them it was a trustworthy partner that could help them increase the market for
their products. Amazon wheeled out a program called Amazon Chai Cart:
mobile tea carts that navigated city streets, serving refreshments to smallbusiness owners while teaching them the virtues of e-commerce. The Chai Cart
team reportedly travelled

more than 9,400 miles across 31 cities and engaged with more than 10,000
sellers.
The author only stated the plans which have been successful for the company
and praises the company, and does not state any plans which didnt work out.

REFERENCES:
No references being given by the author. Question not applicable.

REPORT OF RESEARCH STUDY:

This article is not a report of a research study and hence this question is not
applicable in case.
IILUSTRATIONS/TABLES/ GRAPHS:
Author did not make use of any illustrations, tables and graph.So the question is
not applicable here.
MAJOR FINDINGS/ CONCLUSIONS:
This article in the end conclude that the business model have been successful
for Amazon and this is clearly reflected in the following statement.
From product to delivery, Amazon has reinvented its ecosystem to address the
challenges it has faced conducting an e-commerce enterprise in India.
Amazon is successful in India thats why now they are looking at the
opportunities in India and are committing another $3 billion in Indian Market
Operations.
REFERRED BY ANYONE ELSE:
The article has not been referred by anyone else.

ACCOMPLISH HIS/HER OBJECTIVE:

Yes, the author has been successful in accomplishing his objective what he set
Out to do. The purpose of this research paper is to understand the business
model of Amazon in India. This paper further looks into the scope of the ECommerce retail business in India.
AREAS FOR FURTHER RESEARCH OR DISCUSSION:
Author does not suggest any further research. Hence this question I s not
applicable here.