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Case
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Reference no. 9B14M122
Authors:
Published by:
Ivey Publishing (2015)
Version:
2015-05-08
Revision date:
17-Jul-2015
Length:
15 pages
Data source:
Published sources

Abstract

As the world's largest online retailer, Amazon had a 12.3 per cent worldwide market share and had operations in 10 countries. However, its performance was markedly unbalanced across different countries. For example, it had a significant market share in Germany at 21.4 per cent, while it only owned 1.7 per cent of the Chinese online retailing market. In this way, Amazon faced critical challenges in developing future international strategies. Should it continue its global expansion into new markets? What should the company do with less successful markets, such as China?

Topics

On-line retailing; Emerging markets; Global; General management/strategy; International
Location:
Size:
Large
Other setting(s):
1998-2012

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