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A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and articles by experts published in the public domain.

This case discusses the dilemma faced by Amazon Prime Video in India regarding content. Amazon Prime Video attained success and rapid growth in India ever since its entry into the Indian over the top (OTT) market in 2016. However, the pursuit of attractive and bold content landed Amazon Prime Video in a legal tangle in India. Amazon Prime Video was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows like Tandaav, Family Man, Mirzapur, Family Man 2, etc. Litigations against Amazon Prime Video were filed in the Indian courts by members of religious and political organizations. Protests and online campaigns on Twitter caught the attention of internet influencers in India. The key dilemma faced by the protagonist in this case is whether to continue streaming attractive content that may be controversial and may occasionally hurt the religious/political sentiments of some Indians or stream only safe content that may be deemed as boring by its young target audience.

Undergraduate and postgraduate students studying marketing management and international business courses in business management and commerce streams can use this case.

Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion and costume jewellery items under the brand name of Eternz through different sales channels like exhibitions, retail stores, own website and as an independent seller on e-commerce marketplaces. She initially started selling on Amazon marketplace through a third party, Cloudtail India Pvt. Ltd., and later sold through other e-commerce marketplace operators like Flipkart, Jabong and FirstCry. As her business grew, Arthi planned to add the kids' shoes category and also decided to participate in Bangalore Fashion Week to build the Eternz brand. However, in November 2016, Cloudtail terminated her contract which played havoc with the sales and profitability of her start-up. Neons Fashion LLP (A) provides details of how independent sellers are at the mercy of marketplace operators and ends with the need to review the choices of sales channels for different categories like fashion garments and fashion accessories, and for the upcoming launch of kids' shoes. Neons Fashion LLP (B) describes the events after the Bangalore Fashion Week that ultimately led to closure of business.

The authors’ goal is to investigate variations in the writing style of book reviews published on different social reading platforms and referring to books of different genres, which enables acquiring insights into communication strategies adopted by readers to share their reading experiences.

The authors propose a corpus-based study focused on the analysis of A Good Review, a novel corpus of online book reviews written in Italian, posted on Amazon and Goodreads, and covering six literary fiction genres. The authors rely on stylometric analysis to explore the linguistic properties and lexicon of reviews and the authors conducted automatic classification experiments using multiple approaches and feature configurations to predict either the review's platform or the literary genre.

The analysis of user-generated reviews demonstrates that language is a quite variable dimension across reading platforms, but not as much across book genres. The classification experiments revealed that features modelling the syntactic structure of the sentence are reliable proxies for discerning Amazon and Goodreads reviews, whereas lexical information showed a higher predictive role for automatically discriminating the genre.

The high availability of cultural products makes information services necessary to help users navigate these resources and acquire information from unstructured data. This study contributes to a better understanding of the linguistic characteristics of user-generated book reviews, which can support the development of linguistically-informed recommendation services. Additionally, the authors release a novel corpus of online book reviews meant to support the reproducibility and advancements of the research.

Following the changes in consumer behavior in the hospitality industry due to the Covid-19 pandemic, Amazon launched “Explore”, an interactive livestreaming customized service that connects users with hosts worldwide, allowing them to discover a vast array of experiences from the comfort of their homes. This study aims to assess the effects of Explore on the hospitality and tourism industries.

An exploratory qualitative approach was adopted. Data was collected from 18 expert interviews and 292 online reviews on Explore.

The findings indicate that the pandemic has altered consumer behavior when it comes to experience-related venues. Within that shift, Explore was shown to have reinvented the travel industry. The major three themes extracted revolved around the following: replica of real-life touristic experiences (having the experience as if consumers were physically present), experience-bound versus output-oriented customers (those who want to explore the real experience by being physically present versus those who seek to discover a certain culture or acquire a new skill even virtually) and post-virtual experience (effects on the hospitality industry).

The study puts forth the coopetition that could emanate from the inter-relationship between the Amazon Explore platform and the hospitality industry if the two were to cooperate even beyond the context of global pandemics. Indeed, Explore has gained awareness and trial and could be a sustainable ongoing business, especially among those with financial and other types of limitations that could hinder their traveling propensity.

New technologies may offer special opportunities for others to achieve very large returns with approaches to technology development like those of Amazon, Tesla, and Walmart. This paper summarizes those firms' overall approach and offers guidelines for carrying out similar efforts.

The paper is a multi-firm case study, examining long-term technology development processes of Amazon, Tesla, Walmart, Varian Medical, and Deere.

The firms were able to create huge amounts of value (or in Deere's case, seems to be creating a huge amount of value today) because their leaders recognized a huge problem that limited customers greatly and spent decades solving it with digital technology. The approach appears to be replicable by others.

This is an initial review. Further study of these firms and others that have similar long-term digital achievements is warranted.

The paper describes a practical approach to achieving sustained competitive advantage that may be effective for those willing to pursue solution to a large problem over many years.

The most successful users of digital technology have followed a difficult but straightforward path to revolutionizing customer experience: Focus for decades on making something important work really well. This paper identifies similarities among the long-term strategies of the greatest producers of long-term value for the first time and identifies a path through which others may follow them.

Creating a new product or service promotes the status quo changes, seeking economic value and solving customer's urgent problems. Entrepreneurs play an important role in this changing process through start-ups and small and medium enterprises (SMEs), considered one of the leading forces driving an economy’s innovative and competitive power. However, despite the importance of entrepreneurs, public policies to foster entrepreneurship ecosystems could be ineffective in emerging countries. Therefore, action research proposes the qualification of entrepreneurs for the structuring of new businesses through remote orientation, connecting the country's main economic centers to emerging areas.

The study is qualitative research comprising two phases. The first phase consisted of four-month action research, connecting two researchers and three groups of specialists (from Sao Paulo), with three groups of entrepreneurs (located in Manaus in the Amazon region), through a remote orientation in entrepreneurship, lean start-up, lean product and process development (LPPD). The second phase, conducted by a third researcher, regards a case study grounded on interviews and data collection with the entrepreneurs to capture the outcomes of the remote orientation process.

The remote orientation helped shorten the geographical distance of Amazonas to approach the integration of business, research and knowledge exchange of such distinct areas in the same country. If a remote orientation program was established as public policy, it could enact subsequent cycles of the lean start-up model. Furthermore, the remote orientation could be an alternative to compose the training subsystem in the entrepreneurship ecosystem proposed by Isenberg (2011). On the other hand, a remote orientation could fail to shorten the distance of human values and beliefs, which cannot be neglected when facing a rich territory like the Amazon.

Because of the chosen research approach, a qualitative and exploratory study based on a combination of action research, interviews and case studies, the results may lack generalizability. However, further studies can replicate the remote orientation process conducted in the region of Manaus – Amazon, to obtain distinct results regarding the advantages, disadvantages and effectiveness of remote orientation as entrepreneurship ecosystem’s human capital dimension development.

The outcomes of this research have the potential to start discussions regarding the adoption of remote orientation as a public policy to develop entrepreneurship skills in emerging regions, not only in Brazil but worldwide. The Brazilian case could be a relevant benchmark due to the large territory and economic and social disparities impacting education and entrepreneurship.

Through start-ups and SMEs, entrepreneurship has innovation potential and is the most solid way to bring economic development. For emerging countries, it can be real game-changer in the economic order. The development of entrepreneurship skills through this remote orientation experience can help reduce the economic and social gaps in countries with relevant disparities like Brazil and other emerging countries.

This paper fulfills an identified need to “move the needle of entrepreneurship in the right direction” (Isenberg, 2010) by creating local solutions for global challenges. Policymakers and leaders need to continue the experiment and learn how to improve the entrepreneurship ecosystem. In this sense, the action research approach, combined with the remote orientation, proposes an alternative to promote changes in how human capital dimension can be developed in this challenging ecosystem.

The COVID-19 pandemic has disrupted numerous businesses and upended the lives and shopping habits of most consumers. This study aims to examine the price sensitivity and the efficacy of online reviews during a pandemic crisis.

This study borrowed from the regulatory focus theory and heuristic-systematic model and used a unique longitudinal sample of 320,000 product/day observations from the jeans category, collected before and during the pandemic, to investigate how consumers’ online shopping behavior changed during the pandemic.

The results of several hierarchical linear modeling analyses revealed that during the pandemic consumers were less price-sensitive and more willing to pay price premiums for jeans. Furthermore, consumers were more (less) likely to be influenced by online review volume than valence. Finally, the results of a post-hoc study highlighted the potential role of regulatory focus as the underlying psychological mechanism explaining the effect of the pandemic.

This research contributes to the digital marketing and regulatory-focus literatures by showing that the COVID-19 pandemic may have triggered a prevention-focus state of mind and prompted consumers to place a greater value on online review volume than valence when shopping online (for jeans). Furthermore, this paper contributes to the pricing literature by offering further evidence that the pandemic may have inclined consumers to be less price-sensitive.