INNOVATIONS IN THE CREATION OF CUSTOMER VALUE OF THE AMAZON COMPANY, THROUGH THE ASC (AGILE SUPPLY CHAIN)

Abstract

Digital and technological companies are growing in aspects such as number, size and profitability. The Tech Gigants group, the Big Five or GAFAM (Google, Apple, Facebook, Amazon and Microsoft) make evident this trend. They are becoming increasingly complex companies, resulting in the need of permanently explore their value creation strategies, immersed in a changing and dynamic environment, in competitive markets.
The objective of this paper is to specifically analyze the innovations of one of the companies belonging to the Gigantes Tech group: Amazon, in terms of creating value for the customer, through the ASC (Agile Supply Chain).
The methodology to use a theoretical investigation, a descriptive study, analyzing qualitatively and quantitatively through secondary sources, selecting case studies from the Harvard Business School and selected bibliography, considering the Amazon company as the unit of analysis.
The expected results about the innovations in the creation of customer value through Amazon's agile supply chain, will include deepening concepts about logistics operators and electronic commerce. In addition, it seeks to achieve the interpretation and exemplification of various logistics tools, which positively impact both customer service, as well as availability, and agility in shipping and response times.