With the growing competition and the fast-paced world, the importance of strategic management has also become very important. Companies with well designed and well-planned strategies have shown high levels of success and profits when compared to companies with a weak strategic plan. This paper aims at contracting and comparing two cases of strategic management. The two cases chosen here are Amazon.com and Xelebri. The reason for the choice of these two companies is the fact that although both companies have used technology and innovation in their planning there has been a strong difference in the results of the two companies (Mintzberg, Lampel, Quinn Ghoshal, 2002). Amazon has become a world-famous company while Xelebri has been quite unsuccessful and has not shown the desired results as would have been thought. This paper firstly provides a brief introduction to each of the cases with a focus on the issues of the companies and the factors that have led to their success. Furthermore, this paper will discuss the lessons learned from each of these cases and a conclusion.Amazon.com was founded in 1995 by Jeff Bezos. The company only started marking profits in 2003 further which it has grown to become one of the most well-known brands in the world. The company has always maintained its strategy to emphasis on the widening of the business model by expansion and also customer innovation. The company has now grown to become one of the largest and most recognized brands in the world and is regarded as the number one online service. With a total of as many as six websites catering to almost thirty-two million customers across the world, the company has been very successful. The company has developed patented software for itself and the company has a number of other companies who like to put their content onto the website. The company has used technology to develop a state of the art website which caters to all the needs of the customers and includes browsing, searching, reviews and content, and also recommendations and personalization.