Zappos.com provides an excellent example of the appropriate application of strategic human resource management (selective hiring, extensive training, incentivized pay) so that their human capital adds value, is difficult to imitate, and cannot be substituted by other firms. More specifically, Zappos.com's founding leaders recognized that one of the primary difficulties with running a shoe store on-line is that customers do not have the opportunity to try on shoes and have the shoes available immediately. Rather than letting this hurdle adversely impact their business, the management designed training programs to help employees understand the importance of excellent customer service and how their specific job impacted the company's bottom line (Chafkin, 2009