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Parissa Haghirian (Sophia University); Julie Lafage (Brest Business School)
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15 pages
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With more than 84.5 million active members worldwide, eBay is involved in 39 different markets. eBay, the global on-line marketplace, entered the Japanese market in the year 2000. After 2 years, eBay abandoned and exited Japan. Being successful all around the world, Japan is so far the only failure of the company. However, eBay has never renounced its activities as its spokesman, Pursglove has overtly commented: ''We will consider opportunities in the future for a return to Japan''. Indeed, after 5 years of absence, eBay announced in 2007 its return to Japan. The case discusses eBay''s first attempts to enter the Japanese market, its failure, and presents the reasons why the company decided to return to Japan. It is accompanied by an extensive teaching note describing the actual market entry process of the company.


eBay; e-Commerce; Japan; Corporate strategy; International management; Intercultural management; Competitive strategy; Strategic alliances; Market entry
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