Alignment and performance

You are to read the Amazon as an Employer article, and to research other sources of insight into how Amazon is led and managed.

You will be using the Google Project Oxygen information. Compare and contrast the Google principles to Amazon in terms of management approach.

Feel free to also use other resources provided in this course as well as others you may find. Use these resources to really think about the role of a leader in an organization and how he or she might best carry out that role.

You are to incorporate learning from course material and other credible research. You are required to cite your
Bezos removed himself as CEO but remains Executive Chairman. Andy Jassy has become CEO . You’ll need to research Jassy and include him in your assessments of Amazon.

Was Amazon aligned to deliver on its mission?
How do they achieve that alignment?
As a start, you may want to do some research (both financial and operational) to see how well the results reflect the strategic intent.
What is the link between operational results with the strategy of the company
What were the past annual reports on the strategy of the company
a) What did they want to do
b) How well did they do based on what was planned

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Sample Answer


Google Project Oxygen

  • Hire for attitude, train for skill. Google believes that it is more important to hire people with the right attitude than with the right skills. They believe that people with the right attitude can be trained to learn the skills they need.
  • Set clear expectations and provide regular feedback. Google believes that it is important to set clear expectations for employees and to provide them with regular feedback. They believe that this helps employees to stay on track and to improve their performance.
  • Empower employees to make decisions. Google believes that it is important to empower employees to make decisions. They believe that this gives employees a sense of ownership and responsibility and that it helps them to be more productive.

Full Answer Section



  • Bias for action. Amazon is known for its “bias for action” culture. This means that they are always looking for ways to improve and to innovate. They are not afraid to take risks and to fail.
  • Customer obsession. Amazon is customer obsessed. They are always thinking about how to improve the customer experience. They believe that if they focus on the customer, everything else will fall into place.
  • Amazon employees are given a lot of ownership. They are responsible for their own projects and for their own results. This gives them a sense of pride and a sense of responsibility.
  • Long-term thinking. Amazon is a long-term company. They are not focused on quarterly results. They are focused on building a company that will be successful for the long term.


There are some similarities between the Google Project Oxygen principles and Amazon’s management approach. Both companies believe in hiring for attitude, setting clear expectations, and providing regular feedback. However, there are also some key differences. Google is more focused on creating a culture of collaboration, while Amazon is more focused on bias for action and customer obsession.

Andy Jassy

Andy Jassy took over as CEO of Amazon in July 2021. He had previously been CEO of Amazon Web Services (AWS), Amazon’s cloud computing division. Jassy is known for his focus on innovation and his customer-centric approach. He is also known for his ability to build and manage high-performing teams.

Alignment with Mission

Amazon’s mission is to be “Earth’s most customer-centric company.” They achieve this alignment by focusing on the customer at every stage of the process. They start by understanding the customer’s needs and then they work to develop products and services that meet those needs. They also focus on providing excellent customer service.

Financial and Operational Results

Amazon’s financial and operational results reflect their commitment to their mission. The company has been growing rapidly in recent years and it is now one of the most valuable companies in the world. Amazon is also highly profitable and it has a strong track record of innovation.

Link Between Operational Results and Strategy

Amazon’s operational results are closely linked to their strategy. The company’s strategy is to focus on customer obsession and long-term thinking. These are the same principles that guide Amazon’s operational decisions. For example, Amazon is constantly investing in new technologies and services that will improve the customer experience. They are also focused on building a long-term business that will be successful for years to come.

Past Annual Reports

Amazon’s past annual reports provide insights into the company’s strategy and how they have achieved alignment with their mission. In the 2020 annual report, Amazon stated that their mission is “to be Earth’s most customer-centric company.” They also stated that their strategy is to “focus on the long-term and to invest in areas that we believe will create long-term value for our customers.”

In the 2019 annual report, Amazon stated that they are “committed to being the world’s most customer-centric company.” They also stated that they are “focused on innovation and on providing our customers with the best possible experience.”


Amazon is a company that is well-aligned with its mission. They have a clear strategy that is focused on the customer and on the long term. They have also been successful in achieving their goals. Amazon is a company that is worth watching as they continue to grow and innovate.

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