Case Details: |
Price: |
| Case Code |
: |
BSTR278 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling ChargesThemes
Globalization |
International Business |
Joint Venture
|
| Case Length |
: |
19 Pages |
| Period |
: |
2002-2007 |
| Pub Date |
: |
2008 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
eBay |
| Industry |
: |
Internet and
E-Commerce
|
| Countries
|
: |
China |
Abstract:
|
This case is about the challenges faced by eBay Inc. (eBay),
a leading e-commerce company, in the Chinese online trading market.
eBay entered
China in 2002 by acquiring EachNet, a leading auction site in China and was
successful in capturing a considerable share of the Chinese e-commerce market.
However, by 2005, eBay failed to attract the Chinese consumers though the
company modeled its Chinese site on the lines of its globally successful site.
eBay also faced tough competition from local e-commerce companies such as Taobao.com (Taobao).
|
|
Recognizing the need for having a local
partner that was more attuned to the needs of the local
customers, eBay entered into a joint venture with TOM Online Inc
(TOM Online) to form TOM eBay in late2006.
Issues:
» Understand the issues and challenges faced by eBay in the
Chinese e-commerce market.
» Understand the reasons behind the decline of a market leader.
» Examine the strategies adopted by eBay to improve its business operations in
China.
» Understand the business environment in China from the point of view of a
foreign Internet company.
Contents:
Keywords:
Strategy, Competition, Business model, Joint Venture,
Management, Market leadership, e-commerce, m-commerce, C2C, China, Guanxi, eBay,
Taobao, Meg Whitman, Yahoo!, Alibaba, Baidu
eBay Changes its Strategy in China
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