Kindle Fire: Amazon's Heated Battle for the Tablet Market

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


  • Position and define target segments for a new product relative to competition as well as to a company's own products

  • Articulate a competitor's strategy and how to compete against an incumbent with a disruptive business model and a differentiated position

  • Discuss selling an experience (as opposed to a product or device) and how to create a differentiated service experience

  • Determine pricing, analyze business model, and calculate revenue/profit for a technology product



Sawhney, M., Owens, J. and Goodman, P. (2017), "Kindle Fire: Amazon's Heated Battle for the Tablet Market", Kellogg School of Management Cases.

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