When Hyundai, the Korean car manufacturer, was struggling to gain market share in the United States, it offered the most extensive warranty in the industry: ten years or 100,000 miles. Those were not day-to-day operational decisions that made a small impact; they were choices that led to exponential growth. In February 2005, Amazon launched Amazon Prime. For $79 a year, members would get free two-day shipping on all purchases. The company later added music, free movies, and free delivery of perishable goods. As of September 2019, there were more than 100 million Prime members. At the present
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