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A successful Amazon business

Data has become a competitive advantage in a whole new way. However, the value or how to use it as a competitive advantage is lacking in most organizations. So, where is data and this competitive advantage going?

Amazon is using big data more effectively than most of its competition. They also have a key advantage of not only being able to provide just about anything you can think of purchasing but they have invested in big data architecture with their smart home technologies surrounding television and active listening technology.

A successful Amazon business is ThredUp.

ThredUp was growing by 100% per year, running on the Amazon AWS platform before it decided it needed more options and expertise to evolve their company into the next phase of their online business. They reached out to a company called Kubernetes to help them speed up their performance and provide a better customer experience. Kubernetes segmented their massive database into small containers using the agile processes of project management to improve performance and server response times. A hidden value of this project resulted in “rapid deployment of new services and a decreased by 56% of hardware costs for this business while the number of services ThredUP runs has doubled”. Finding the right company to host your services is key to your ebusiness model and plan.

“Our future’s all about automation, and behind that, cloud-native technologies are going to unlock our ability to embrace that and go full force towards the future.”


As we continue to thrive online performing basic offerings and then discover new ways to reach our customers, this is a value-added step we must consider meeting the demand of our customers and evolve with them into the next generation of the online experience.

Watch this video before answering the questions below.


In the example of ThredUp, use figure 3.9 on page 118 of the textbook and explain which of the four business models are they using as they sell products to consumers, purchase products from customers, and resell these goods? Explain your answer or answers.
How would this organization benefit from User-Contributed Content to help sell their goods and services?
General information about the Project and This Report

Sample Solution

e people’s interests, under legitimate authority, which links on to the fourth condition: Public declaration of war. Agreed with many, there must be an official announcement on a declaration of war (Frowe (2011), Page 59-60&63). Finally, the most controversial condition is that wars should have a reasonable chance of success. As Vittola reiterated, the aim of war is to establish peace and security; securing the public good. If this can’t be achieved, Frowe argues it would be better to surrender to the enemy. This can be justified because the costs of war would have been bigger (Frowe (2011), Page 56-7). Consequently, jus ad bellum comprises several conditions but most importantly: just cause and proportionality. This gives people a guide whether it’s lawful to enter a war or not. However, this is only one part of the theory of the just war. Nevertheless, it can be seen above that jus ad bellum can be debated throughout, showing that there is no definitive theory of a just war, as it is normatively theorised. Jus in bello The second section begins deciphering jus in bello or what actions can we classify as permissible in just wars (Begby et al (2006b), Page 323). First, it is never just to intentionally kill innocent people in wars, supported by Vittola’s first proposition. This is widely accepted as ‘all people have a right not to be killed’ and if a soldier does, they have violated that right and lost their right. This is further supported by “non-combatant immunity” (Frowe (2011), Page 151), which leads to the question of combatant qualification mentioned later in the essay. This is corroborated by the bombing of Nagasaki and Hiroshima, ending the Second World War, where millions were intently killed, just to secure the aim of war. However, sometimes civilians are accidentally killed through wars to achieve their goal of peace and security. This is supported by Vittola, who implies proportionality again to justify action: ‘care must be taken where evil doesn’t outweigh the possible benefits (Begby et al (2006b), Page 325).’ This is further supported by Frowe who explains it is lawful to unintentionally kill, whenever the combatant has full knowledge of his actions and seeks to complete his aim, but it would come at a cost. However, this does not hide the fact the unintended still killed innocent people, showing immorality in their actions. Thus, it depends again on proportionality as Thomson argues (Frowe (2011), Page 141). This leads to question of what qualifies to be a combatant, and whether it is lawful to kill each other as combatants. Combatants are people who are involved directly or indirectly with the war

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