When you hear the word “Amazon”, what comes to your mind: the longest river in the world? or the internet shopping mall of the United States? According to Jeff Bezos who is the founder of Amazon, he wanted to make his shopping mall develop to sell lots of various products, resembling the great length of the Amazon River. Since the shopping mall “Amazon” was founded, it is still enjoying great popularity as the world’s largest scale shopping mall. Recently, Amazon’s profit showed a marked increase caused by rising stock prices. Therefore, Jeff Bezos, who is now the chief executive of Amazon, has become the richest person in the world for the first time in 16 years, not Bill Gates. Why did Amazon succeed so much? The reason is based on Jeff’s life and management philosophy.

           In the 90’s, the biggest advantage of Amazon in those days was that Amazon placed its emphasis on selling books, albums, DVDs, and running devices. These were strategies of Jeff Bezos who found out that it is much easier to deliver books and albums through internet mall. Amazon established noticeable plans and attracted many consumer’s attention. First, they introduced a new system called ‘One-click service’ for easy payment. Through this system, if the consumer typed in their credit card’s information, then the consumer could pay at once. They also started Prime-wardrobe service. This service helped many consumers in buying only clothes they like after they had received lots of clothes paying a little money. Through this case, we can know that Jeff Bezos has not been scared of changing and innovation and he gives priority to helping consumers to purchase what they want to buy easily and cheaply

           Like these examples, he has been praised for his ability to lead his company, but there was a negative perception regarding his attitude toward employees of his company. He is famous for firing his employees who don’t understand his administrative vision. Also, disputing over the issue of profit with content productions companies like “Walt Disney” and “Warner Bros. Entertainment”, Amazon have been suspected that they are being bossy against contents companies, because it controls the powerful distribution channel. This dark side will have to be altered for Amazon to develop into a better company.

           The famed U.S. economics magazine Fortune judged Jeff Bezos that “He is a future-oriented entrepreneur that cannot stop innovating” His original challenge has had a positive effect on many people, and thanks to its influence, lots of technologies can also develop, and our lives have become much more convenient. Of course, there is something lacking to running company, but his enthusiasm for the challenge is worthy of praise. As for people who are hesitating about challenging! CAH hopes you’ll have courage like ‘Jeff Bezos’.