1. Discuss whether or not Amazon has lost its identity by expanding into markets well beyond books.
2. Recommend what Amazon should do to protect its brand.
3. Recommend what Barnes &Noble and Borders should do to recapture some of their online market share.
4. At one time Dell sold computers exclusively online, now the same computers are available in retail stores (Wal-Mart for example). Discuss whether or not you foresee Amazon expanding its channel of distribution to include retail locations.