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Within the corporate world, Amazon now ranks with Apple as among the United States’ most esteemed businesses.
Jeff Bezos, Amazon’s founder and CEO, came in second in the Harvard Business Review’s 2012 world rankings of admired CEOs, and Amazon was third in CNN’s 2012 list of the world’s most admired companies.
Like most such corporate mission statements, Onetto’s uses a coded language that hides the harshness of his underlying message, which needs translation along with a hefty reality check.
As with Walmart so at Amazon, there is a quasi-religious cult of the customer as an object of “trust” and “care”; Amazon “cares about the customer,” and “everything is driven” for him or her.
In its US and UK fulfillment centers, Amazon management is hegemonic.
There is no independent employee voice to contest management’s demands for increased output unmatched by increases in real wages.
This employee tagging is now in operation at Amazon centers worldwide.