Pepperdine University Amazon Buys Whole Foods Case Study

I’m working on a business multi-part question and need an explanation and answer to help me learn.

What macro and competition issues (PESTEL/5 Forces) influenced this purchase?
What value chain activities provide synergies between both companies?
How would you asses the “purpose fit” (consider the broader definition of purpose proposed by Malnight et. al. and Pontrefact) between Whole Foods and Amazon? Why?
Assess the SEER implications for Amazon and Whole Foods pre and post-merger. Which macro-values were strong, and which were weak for each company? Considering the Virtuous Mouse/Wealthy Elephant article approach, what gifts did each company give each other?

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