![]() ![]() Amazon was facing a lot of competition from rivals such as JD.com, Tencent, and. However, despite these efforts, it failed to make a mark in China. It also opened a store in rival Alibaba’s. Amazon adopted certain localization strategies to win market share and also introduced Amazon Prime to offer better delivery services to Chinese customers. Amazon entered China by acquiring, which was an online bookstore, and expanded to an online website to sell different consumer goods. Amazon entered China in 2004, but was still struggling with less than a 3% share of the country’s e-commerce market in 2017. This case discusses the challenges faced by Elaine Chang (Elaine), VP of, Inc., and President, Amazon China, as she endeavored to expand the company’s footprint in China. Themes: International Management, Entry and Expansion StrategyĪbstract Case Intro 1 Case Intro 2 Excerpts Abstract in China: Can Elaine Chang Crack the Chinese Market? ![]()
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