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Diego Piacentini: Adhere to Core Values

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Uploaded on Nov 24, 2010

Diego Piacentini, Amazon Senior VP, talks about the value of a company adhering to its own code, even when it comes to honoring a lower price point. Piacentini shares an anecdote about returning money to Chinese customers after a bestselling book dropped in price. The result, he states, was gaining unprecedented customer loyalty and a tremendous marketing boost.

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