Amazon Case

1. By developing the kindle Bezo needed to use both intuitive and systematic thinking.They use of intuitive thinking is defined as being spontaneous, flexible, and creative. "To prevent his brand from becoming stagnant, he would have to be innovative, creating new levels of service to complement existing products." He did this by creating the Kindle, because in order to have a product that was not beat out by Apple's products, they needed to be creative and innovative. At the same time they used systematic thinking because not every decision can be based on experience or hunches. There needs to be rational step-by-step decisions. They used systematic thinking when creating the kindle by solving the competition problem with Apple that they faced. By allowing Apple to keep 30% of the profits, they found a way to keep profits and knock out the competition. And that is Fact-based thinking.

2. I believe that Amazon is a risk environment. A risk environment lacks complete information but offers probabilities of the likely outcomes for possible action alternatives. Amazon is a company that bases their decision on the facts and on research. Since they use both systematic and intuitive thinking, this means that they have information and facts, but at times they need to make risks. When it comes down to creating a product, there is no possible way of determining the success rate. They may gather lots of data and analysis and make lots of tests, but when decision time comes, they have to take a risk.