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February 18, 2013 04:00 pm GMT

Amazons Jeff Bezos Doesnt Want An Empire, He Wants The World

amazon hidden empireEditor's note:John Geraci is head of marketing for innovation agency faberNovel, where he and his colleagues help organizations think and act like startups.Two years ago,faberNovelpublished a study called "Amazon.com: The Hidden Empire." Detailing the strategies by which the company had gone from a scrappy startup to a world-dominating e-commerce site in the course of 17 years, the study generated a lot of discussion.

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