{"product_id":"9781101516232","title":"One Click: Jeff Bezos and the Rise of Amazon.com","description":"Amazon's business model is deceptively simple: Make online shopping so  easy and convenient that customers won't think twice. It can almost be  summed up by the button on every page: \"Buy now with one click.\"\u003cp\u003eWhy has Amazon been so successful? Much of it has to do with Jeff  Bezos, the CEO and founder, whose unique combination of character traits  and business strategy have driven Amazon to the top of the online retail  world.\u003c\/p\u003e\u003cp\u003eRichard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking  insights and ruthless business sense. Brandt explains: \u003cbr\u003e\u003c\/p\u003e\u003cul\u003e    \u003cli\u003eWhy Bezos decided to allow negative product reviews, correctly  guessing that the earned trust would outweigh possible lost sales.  \u003cbr\u003e    \u003c\/li\u003e    \u003cli\u003eWhy Amazon zealously guards some patents yet freely shares others.  \u003cbr\u003e    \u003c\/li\u003e    \u003cli\u003eWhy Bezos called becoming profitable the \"dumbest\" thing they could  do in 1997. \u003cbr\u003e    \u003c\/li\u003e    \u003cli\u003eHow Amazon.com became one of the only dotcoms to survive the bust  of the early 2000s. \u003cbr\u003e    \u003c\/li\u003e    \u003cli\u003eWhere the company is headed next.    \u003cp\u003e\u003c\/p\u003e    \u003cp\u003eThrough interviews with Amazon employees, competitors, and observers,  Brandt has deciphered how Bezos makes decisions. The story of Amazon's  ongoing evolution is a case study in how to reinvent an entire industry,  and one that anyone in business today ignores at their peril.\u003c\/p\u003e    \u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47077068898544,"sku":"9781101516232","price":4.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781101516232_p0.jpg?v=1763687762","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781101516232","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}