Management consultant Peter Drucker says that there are three things a company should ask themselves every day. The first is what is our business? The second is who is our customer? And the third, is what does our customer value? It is for these reasons that a blog on HBR written by Karan Girotra and Serguei Netessine is titled “Amazon Constantly Audits its Business Model.” At the outset their model was “sell all, carry few” providing to an online shopper with appreciation for the large selection. As the times changed other retailers were able to offer the same and they adjusted once again. This was a defining moment because as a company it showed that they were not only observing what their business was but willing to act upon it. Through being aware that a business model can become outdated Amazon has stayed ahead in the game and is able to address who their customer is as well as what they value. Today, that is same day delivery but regardless of what tomorrow’s demands will be, Amazon’s track record proves that they will meet the needs of the customer and be asking themselves the right questions.

Harvard Business Review Blog, November 15, 2013