Leading Corporate Reputation: Amazon

LEADING CORPORATE REPUTATION—AMAZON
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Introduction
In a world characterised by globalisation, organisations face new challenges and opportunities that they must navigate to succeed. The current business environment is defined by increased use of technology, more data, more audience, and most importantly, more stakeholders. As a result of technological advancements such as the internet and social media, there has been not only a rise of more stakeholders but also a shift in the power that different stakeholders hold. Given these changes in the modern business environment, the management of stakeholders and their interests has become an important part of organisations. One such organisation that has to manage its stakeholders effectively to succeed is Amazon.com. The American-based company operates in a global business environment, and as a result, its operations are affected by the interests of numerous stakeholders. This paper examines the internal and external stakeholders of Amazon.com, their relevance, and the potential challenges and opportunities they bring to the company.
Background of Amazon.com
Amazon is America’s biggest e-commerce company with the primary goal of meeting the exact needs of its customers. According to its 2019 annual report, the organisation seeks to be the planet’s most customer-centric company (Amazon.com 2019). Founded in 1994 by Jeff Bezos, who is currently its CEO, Amazon has grown tremendously to be a multi-billion dollar company with operations in almost all regions of the world. The company has more than a million employees who help it fulfil its goals (Greene 2020). In 2019, Amazon managed a net sales of $280.5 billion, up from $232.9 billion a year before (Amazon.com 2019). The company deals with a wide of products and services, with the main categories being cloud services, digital content, electronics, cosmetic products, apps and games, and apparel.
Internal Stakeholders
A company’s internal stakeholders refer to the groups or individuals that are directly involved in its operations. There are three internal stakeholders of amazon: employees, managers, and owners.
Employees
Employees are vital for the achievement of a company’s goals. They not only interact directly with customers but also play an important role in the operations and development of strategies necessary for helping a company succeed. As determined earlier, Amazon currently has more than a million employees, with about a quarter of them being employed in 2020 due to the surge of online shopping (Greene 2020). The company’s employees are extremely valuable to the success of the company as they make the operations possible. At the height of the 2020 COVID-19 pandemic, the company employed additional 250,000 employees because of pandemic-driven online shopping (Greene 2020). The company depends significantly on the productivity of its employees to attain its sales target and profitability.
Although the employees have low power primarily because they follow the directions of the leaders in an organisation, it is deducible that they’re highly interested in the affairs of the ...