The Myth of Best Practices

Diego Piacentini, Amazon

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For Amazon, all operations are equal until proven - with data - that they need to be changed. For example, in China, it became apparent that Amazon had to invest in delivery systems for the last mile - which often means bicycle delivery. This unique need also mandated software for customers to schedule an exact delivery time, and for delivery staff to process payments. Amazon Senior VP Diego Pacentini uses this as an example of how the company adapts to its environment while still adhering to its core vision.

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