Innovation is important and considerable to an organization. A lot of todays' organisations, in order to be in competition, have to create new strategies to stay a step ahead of each other. The owners of these organisations have to come up with new ideas to have customers all year round. What makes us as customers want to shop from a particular business? Is it because of the company's service? The product the company sells? All these questions are significant to any organisation. This paper will mainly focus on evaluating the main strategies that Amazon, Debenhams and Gap have adopted in detail.
             Amazon.com was recognized in 1995 by Jeffrey P. Bezos, who started the business as an online book retailer and since then has quickly diversified by adding a wide range of other items such as, DVDs, music CD's, video games, electronics, clothing and furniture. Amazon is one of the biggest e-retailers in the US, United Kingdom, Europe and Asia. Moreover, Amazon has great competitive edge as being the inventor in the e-commerce. However, at the end of 2006, Amazon's CEO Jeff Bezos reviewed the company's performance since being established. Amazon.com has consistently lost money, after eight years of negative income. The company did not start making a profit until 2003, in 2004 sales reached $5.3 billion, the profits then dipped in 2005, according to Rugman and Collinson (2006, p14). Today, more than two million small businesses, world-class retail labels and individual sellers use the Amazon.com e-commerce platform.
             Debenhams was established in the eighteenth century as a single store, this was opened in Cheltenham in London and has now grown to more than 230 stores across 28 countries and it is also available online in seventy countries, which have allowed the company to become the eleventh biggest UK online retailer of traffic volume. Debenhams was awarded "Multichannel Retailer of the Year" at the Oracle Retail Week Awards in Mar...