IMD-3-1843 © 2007
Xin, Katherine; Nie. Winter; Pucik, Vladimir
The A-instance starts as Jack Ma; the 39-year old CEO of Alibaba; worries in April 2003. While Alibaba wasn't active in the Chinese C2C marketplace; and eBay’s growth didn't affect its present business; looking ahead; there was cause for concern.
What if eBay decided to use its C2C power to attack Alibaba in its traditional B2B domain? Jack wondered if anything could be done to prevent this from occurring? The B-case files Taobao competes with eBay in the C2C marketplace in China. Taobao’s strategy to increase its market share is described by it. The C-case discusses the business model of Taobao. Learning objectives to compete in China’s B2C and C2C internet market local Chinese companies and multinational corporations can compete; the best way to construct a unique organizational culture.
Subjects: Strategy; Entering new markets; Emerging markets; Building a unique organizational culture; Corporate culture; B2C; C2C; Business models; Online business; Online marketplace; Internet portal
Settings: China; E-business; E-retailing; Internet; 1.8 million registered users by 2003; 2003-2006
