Succeeding in Business: An Analysis of Billion-Dollar Companies in the U.S. Companies that hire during recessions are rare. Companies that create jobs while providing unusually great customer service are even more obscure. This is what Zappos, Hewlett-Packard, and USAA have been doing since the companies were created. Companies were able to balance all their tasks while increasing gross profit and keeping customers satisfied with their service. This paper considers both the leadership and marketing aspects of these companies and answers the following questions:1. How was the company born?2. What leadership philosophies do they encourage?3. What marketing tactics do they use?4. Where can these companies evolve from here on out? Finally, the document concludes with some suggestions on how each company can improve its current position on the market. Understanding how billion-dollar companies manage and market their business during a recession can spur other companies to improve their business practices. Zappos: A Company History As a relatively new company founded in 1999, Zappos has grown from a mere thought to a billion-dollar company. company in less than ten years. Its roots began with San Francisco entrepreneur Nick Swinmurn, who was looking for a quality pair of shoes at the local mall. Swinmurn couldn't find shoes that fit his style or shoe size. She had the same problem online because online stores didn't offer the selection she wanted. So, the businessman decided to start his own online shoe company that would cater to different shoe buyers who valued different brands, styles, quality and even wallets. Thus began the company that would revolutionize the only...... medium of paper ......Six?. New York Times. Retrieved February 23, 2011, from http://www.nytimes.com/2010/01/10/business/10 corner.htmlCass, M. (2009, May 4). Zappos Milestone: Q&A with Nick Swinmurn. Press center. Retrieved February 24, 2011, from http://about.zappos.com/press-center/media-coverage/zappos-milestone-qa-nick-swinmurnChessum, J. (2010). Tony Hsieh. Retrieved from http://www.inc.com/ss/how-to-make-customers-love-you#4Fast Company. (2005, March 1). The shoe fits | Fast company. FastCompany.com - Where ideas and people meet. Retrieved April 12, 2011, from http://www.fastcompany.com/fast50_05/winners/8.htmlHsieh, T., & Chafkin, M. (2010, June 1). Why I sold Zappos. Inc. (New York, NY), pp. 100-104. Retrieved March 3, 2011, from http://www.inc.com/magazine/20100601/why-i-sold-zappos.htmlRich, M. (2011, April 8). Why is this man smiling? New York Times, p. ST1.