In late 1999, Steve Riggio, vice chairman and acting CEO barnesandnoble.com, surprised that his company should do next with Amazon.com, online store, which is the leading online seller of books in the U.S.. While barnesandnoble.com was careful to enter new categories related to media - such as magazines, CDs and posters - Amazon.com has expanded into a variety of seemingly unrelated categories - such as Z-stores, auctions, and power tools . While some see this as a weakness in the expansion strategy of branding on Amazon.com, like Riggio and barnesandnoble.com best use of it so that they become a leading online seller in the long run in terms of market share and mind share? "Hide
by Jeffrey F. Rayport, Dickson L. Louie Source: HBS 7 pages. Publication Date: February 1, 2001. Prod. #: +901024- PDF-ENG
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