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Case
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Reference no. 9-709-456
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 July 2009
Length: 15 pages
Data source: Field research
Topics: Business models; Competitive advantage; Corporate governance; Diversification; Growth strategy; International business; Product management
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Abstract

Examines the decision of Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once dominant eBay, the world's largest consumer marketplace. However, the company had little revenue because it offered services free of charge.
Location:
China
Industries:
e-Commerce industry; IT consulting services
Size:
USD300 million, 6,600 employees
Other setting(s):
2008
Teaching note
-
Reference no. 5-712-477
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 23 March 2012
Length: 12 pages
Data source: Field research
View full details
Case
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Reference no. 9-714-S01
Spanish language
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 July 2009
Revision date: 8-May-2019
Length: 17 pages
Data source: Field research
Topics: Corporate governance; Competitive advantage; Growth strategy; International business; Diversification; Product management; Business models
View full details
Compact case
Supplement
-
Reference no. 9-709-457
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 July 2009
Length: 1 pages
Data source: Field research
View full details

About

Abstract

Examines the decision of Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once dominant eBay, the world's largest consumer marketplace. However, the company had little revenue because it offered services free of charge.

Settings

Location:
China
Industries:
e-Commerce industry; IT consulting services
Size:
USD300 million, 6,600 employees
Other setting(s):
2008

Related

Teaching note
-
Reference no. 5-712-477
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 23 March 2012
Length: 12 pages
Data source: Field research
View full details
Case
-
Reference no. 9-714-S01
Spanish language
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 July 2009
Revision date: 8-May-2019
Length: 17 pages
Data source: Field research
Topics: Corporate governance; Competitive advantage; Growth strategy; International business; Diversification; Product management; Business models
View full details
Compact case
Supplement
-
Reference no. 9-709-457
Subject category: Strategy and General Management
Authors: Felix Oberholzer-Gee (Harvard Business School); Julie M Wulf (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 July 2009
Length: 1 pages
Data source: Field research
View full details