Learning from Amazon's success : Five‐point guide to get in the customer's shoes

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – This review is based on “Value proposition as a catalyst for a customer focused innovation” by Jaka Lindič and Carlos Marques da Silva. By way of a case study based on Amazon.com's innovations, they offer a framework for identifying value proposition elements, comprising performance, ease of use, reliability, flexibility and affectivity (PERFA). Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.