Abstract

Purpose: This study examines how Amazon’s hybrid business model, which integrates distribution, logistics, and online-offline channels, strengthens its sustainable competitive advantage. Building on this analysis, the study's primary aim is to identify business insights from Amazon’s case that can guide Korean companies and K-Culture industry in developing global business strategies. Research design, data and methodology: A qualitative case study method was employed, focusing on Amazon as the primary subject. The research analyzed secondary data, including company reports, industry analyses, and financial records. Three theoretical frameworks, Resource-Based View, Dynamic Capabilities, and Complementary Effects, were applied to assess Amazon’s resource deployment, multiple channels integration, and adaptability. Results: It reveals that Amazon’s hybrid model successfully leverages rare internal resources, develops market-responsive capabilities, and creates effective synergies between online and offline operations. This strategic combination has enabled Amazon to establish a resilient, unique competitive position in rapidly evolving distribution and logistics environments. Conclusions: The research indicates that Korean firms and K-Culture enterprises can improve their global competitiveness by implementing analogous hybrid strategies. Specifically, the development of integrated distribution platforms, the promotion of dynamic market adaptation, and the reconfiguration of complementary value networks are essential for maintaining growth and extending their presence in international markets.