ShopRunner wants to improve its current offerings in online shopping service that contains no-charge two-day shipping and easy returns along with other benefits. In presence of intense competition that includes the diverse pricing structure from the rivals poses the question that what could be an effective approach to improve the current offerings of ShopRunner through structuring and pricing. On the other hand, it opened a new door for ShopRunner in China as it received an investment proposal from Alibaba that also contained the risk of diverting from the core activities of the business.
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