Primed for Domination: The threat of Amazon as a challenger brand

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Amazon’s sheer size and scale sees it dominate some markets and poised to expand into new ones. But why does it succeed so consummately in some sectors, yet fail to make a significant impact in others? How powerful is Amazon’s brand, and how much of a threat does it pose to new markets? We conducted a behavioural survey and randomised control trials (RCTs) to find out.

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