© Peter S. Cohan 2020
P. S. CohanGoliath Strikes Backhttps://doi.org/10.1007/978-1-4842-6519-2_7

7. Logistics

Peter S. Cohan1  
Management Division, Babson College, Wellesley, MA, USA
In Chapters 2 through 6, we explored how different CEO strategic mindsets contributed to the success or failure of companies competing in industries that provide products to consumers. For each of these industries, the companies we explored made decisions about which business functions to perform themselves and which functions to outsource to partners. For example, during its early years when it sold books online, Amazon built its own website so customers could place orders online. It relied on partners, such as Ingram, a leading book wholesaler, to fulfill those ...

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