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Case
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Reference no. 308-099-1
Subject category: Strategy and General Management
Authors: Debapratim Purkayastha (IBS Center for Management Research); Hadiya Faheem (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2008
Length: 20 pages
Data source: Published sources
Topics: Strategy; Competition; Business model; Joint venture; Management; Market leadership; e-Commerce; m-Commerce; C2C (consumer to consumer); China; guanxi; eBay
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Abstract

This case is about the challenges faced by eBay Inc, a leading e-commerce company, in the Chinese on-line trading market. eBay entered China in 2002 by acquiring EachNet, a leading auction site in China and was successful in capturing a considerable share of the Chinese e-commerce market. However, by 2005, eBay failed to attract the Chinese consumers though the company modelled its Chinese site on the lines of its globally successful site. eBay also faced tough competition from local e-commerce companies such as Taobao.com. Recognising the need for having a local partner that was more attuned to the needs of the local customers, eBay entered into a joint venture with TOM Online Inc to form TOM eBay in late 2006.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
China
Industry:
e-Commerce
Size:
Large
Other setting(s):
2002-2007
Teaching note
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Reference no. 308-099-8
Subject category: Strategy and General Management
Authors: Debapratim Purkayastha (IBS Center for Management Research); Hadiya Faheem (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2008
Length: 6 pages
Data source: Published sources
View full details

About

Abstract

This case is about the challenges faced by eBay Inc, a leading e-commerce company, in the Chinese on-line trading market. eBay entered China in 2002 by acquiring EachNet, a leading auction site in China and was successful in capturing a considerable share of the Chinese e-commerce market. However, by 2005, eBay failed to attract the Chinese consumers though the company modelled its Chinese site on the lines of its globally successful site. eBay also faced tough competition from local e-commerce companies such as Taobao.com. Recognising the need for having a local partner that was more attuned to the needs of the local customers, eBay entered into a joint venture with TOM Online Inc to form TOM eBay in late 2006.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
China
Industry:
e-Commerce
Size:
Large
Other setting(s):
2002-2007

Related

Teaching note
-
Reference no. 308-099-8
Subject category: Strategy and General Management
Authors: Debapratim Purkayastha (IBS Center for Management Research); Hadiya Faheem (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2008
Length: 6 pages
Data source: Published sources
View full details