Amazon.com Inc. (Amazon), the Seattle-based e-commerce giant, leaped into China with a buyout of Joyo.com Limited, China’s largest online book, music, and video retailer, in 2004. Amazon had the ambition of becoming the dominant online retailer in China by capitalizing on its globally recognized brand, cutting-edge technologies, and advanced business model and philosophy. In the following years, China’s e-commerce industry experienced exponential growth, representing a golden opportunity for technology firms. For Amazon, however, many challenges started to surface, including intense competition from Alibaba Group Holding Limited and JD.com Inc., which limited Amazon’s growth. In 2018, as China’s e-commerce industry quickly became one of the world’s largest, Amazon had to determine what its next steps should be.
亚马逊在中国 Amazon in China (Simplified Chinese version)
Ning Su, Ming Dong, Amy Ni, Anna Fu
Product #:W33399
Supplier:Ivey
Discipline:General Management
Setting:2019
Industries:
Your Price:$10.54
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Learning Objectives
- 描述中国的电子商务行业状况，并解释该市场与北美、欧洲和其他地区的市场有何不同。
- 解释不断反思核心竞争力和商业模式的重要性，包括基于产品和平台的模式。
- 研究全球化和本地化之间的关系和张力，并探索不同的国际化策略。
This case introduces the overall Chinese e-commerce landscape and the competition among Amazon, Alibaba, and JD. Students will explore Amazon’s current core competencies, its platform strategy, its successful navigation of both industry and societal challenges, and the possible root causes of its continuous market share shrinkage in China. Working through the case and assignment questions will give students the opportunity to do the following: • Describe the e-commerce industry landscape in China, and explain how this market differs from those in North America, Europe, and other regions. • Explain the importance of continually rethinking core competencies and business models, including product- and platform-based models. • Examine the relationship and tension between globalization and localization, and explore different internationalization strategies.
