Can any firm beat Amazon in the marketplace? How can they best do…

Can any firm beat Amazon in the marketplace? How can they best do so? How formidable a competitor is Google for Amazon?  What are Amazon’s greatest strengths and weaknesses? Is Jet.com a potential concern for Amazon? 
Given the importance of understanding the external environment: Why do some public companies fail to do so? Please provide some  examples of firms that did not understand their external environment. What were the implications of the firm’s failure to understand that environment

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