Product details

This is the second of a two-case series (404-056-1 and 404-057-1). Asia EC was established in 1999 using an e-platform to set-up an Internet- based office supplies business in China. The case traces the development of this start-up as it attempts to cope with changes in its business environment. The (A) case describes the period from 1999 to 2002. AsiaEC''s managers had an extremely well-funded company with no pressure from investors to produce quick returns, competitors were weak, and the managers assumed that they could use the same ordering and delivery processes to deal with all their customers, both Chinese and multinational. However, towards the end of this period the Internet ''bubble'' burst. Investors put pressure on the managers to deliver profits. Chinese competitors were smarter than anticipated and multinational customers began to complain about the quality of service. How should the managers respond? The (B) case describes what the company actually did.