01449nas a2200205   4500008004100000022001400041245009500055210006900150260004200219300000900261490000600270520078100276653003101057653002801088653003201116653001501148653002401163100001901187856003701206       2018                        eng d  a1927-032100aIn Competition with Oneself: A Qualitative Inquiry into Amazon’s Entrepreneurial Culture0 aIn Competition with Oneself A Qualitative Inquiry into Amazon s   aOttawabTalent First Networkc06/2018  a5-140 v83 aUtilizing a historiographic approach based on Amazon’s Letters to Shareholders (LTS) over a twenty-year timeframe (1997–2016), this article identifies the discerning features of the company’s entrepreneurial culture that enabled it to become one of today’s most innovative organizations. A content analysis of the LTS while coding for underlying theoretical themes reveals Amazon’s entrepreneurial culture has been increasingly celebrating a spirit of “Self-Competition”, and by embracing ideas such as “Day 1 Mentality”, “Customer Centricity”, and “Human Capital Focus”. The study findings have useful insights for entrepreneurs, founding teams, and corporate managers engaged in developing an entrepreneurial culture within their own organizations.10acorporate entrepreneurship10aentrepreneurial culture10aentrepreneurial orientation10ainnovation10aqualitative methods1 aDutta, Dev, K.  uhttp://timreview.ca/article/1161