1. Kasper Rørsted, interview by author.

Chapter 1

1. Theodore Levitt, “Marketing Myopia,” Harvard Business Review, August 1960, 45–56.

2. Das Narayandas, Sunil Gupta, and Rachna Tahilyani, “Flipkart: Transitioning to a Marketplace Model,” Case 516-017 (Boston: Harvard Business School, 2015, revised 2016).

3. Jeffrey Dastin, “Exclusive: Amazon’s Internal Numbers on Prime Video, Revealed,” Reuters, March 14, 2018,

4. Ibid.

5. Tricia Duryee, “Amazon May Have up to 80 Million High-Spending Prime Members Worldwide,” GeekWire, September 14, 2015.

6. Christian Camerota, “Amazon’s Prime Opportunity,” ...

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