Zappos.com, founded in 1999, sold on-line shoe apparel. In 2000 they had $1.6 million in sales; in 2008 sales exceeded $1 billion! Zappos.com reported that they achieved this growth through being aligned around their mission of providing the best customer service possible. Rather than short-term profits they focussed on maximising service to customers. Zappos.com stated that they were a service company that happened to sell shoes, and that they sought to protect customers from being taken for gr...

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