IMD-3-1844 © 2007
Xin, Katherine; Nie. Winter; Pucik, Vladimir
The A-case commences as Jack Ma; the 39-year old CEO of Alibaba; worries in April 2003. EBay’s growth did not impact its present business; looking ahead; and while Alibaba wasn't active in the Chinese C2C market; there was cause for anxiety. What if eBay determined to exploit its C2C power to assault Alibaba in its conventional B2B realm? Jack speculated if anything could be done to avert this from occurring? The B-case files how Taobao competes with eBay in the C2C marketplace in China. It describes Taobao’s strategy to raise its market share. The C-case discusses Taobao's business model. Learning objectives: How to compete in China’s B2C and C2C internet market; how local Chinese businesses and multinational corporations can compete; the way to build 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 in 2003; 2003-2006
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