Product details

TradeCard Incorporated is a New York-based financial supply chain service provider focused on serving importers and exporters. Its product - TradeCard - aligns the documentary and financial requirements of a domestic or international trade transaction with the physical movement of goods. TradeCard launched its product in Hong Kong then moved on to open representative offices in Asia. In November 2002, TradeCard Incorporated decided to enter China. Not only is China considered to be the biggest market in the world but most of TradeCard''s biggest customers in the US, Europe, Hong Kong, Singapore, and Taiwan have their products manufactured in the mainland. With China''s accession to the World Trade Organisation, foreign companies, including TradeCard Incorporated, are eyeing China as a very promising market. However, China is yet to develop its legal, financial and technological infrastructure to accommodate international players. The case discusses how a structured business to business (B2B) on-line payment system such as TradeCard can be marketed in China and how TradeCard Inc can create a critical mass of users in China.