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Tristan W.K. Chong (Xi'an Jiaotong-Liverpool University); Irma Janita (Xi'an Jiaotong-Liverpool University); Dong Bian (EMLYON Business School, Shanghai Campus)
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10 pages
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Having more than 20 years of professional experience in glass industry, Iboya Packaging Co Ltd is one of the leading manufacturers of glass products in China. Based on their advanced automated production line, the company offers various custom-made bottle sizes and shapes to meet the customers’ needs. This case outlines the process of transformation of Iboya’s business strategies to access international markets. To achieve this, Iboya was motivated to grasp the opportunity to develop and expand its existing business through an e-business transformation. This case aims to provide students with an understanding of B2B e-marketing in terms of contemporary online technology, theoretical, conceptual and practical applications, and develop skills applicable to a wide-ranging analysis of the issues involved in international marketing. This case can be used on variety of undergraduate business and marketing management courses. It also can be used in the early stages of strategic marketing courses at postgraduate levels.
Learning objectives:
1. Identify the major changes in the internet marketing environment and the impact of B2B e-marketplace on the e-business activities. 2. Appreciate the competitive advantages of adopting B2B e-marketplace’s marketing services. 3. Critically evaluate the marketing mix decisions that need to be taken to support international marketing activity.
Suzhou, China, Glass, 30 September 2014, SME (small to medium-sized enterprise)
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