Published 09 Jan 2001
Reference 4969
Topic Strategy
Region Global
Length 10 page(s)
Language English

The case describes the development of, an Internet start-up originated from China that had become the world’s largest online business-to-business (B2B) marketplace for small and medium-sized enterprises (SMEs) conducting international trade. In particular, it highlights the changing business environments in China, and the dynamic interaction of Chinese culture, Internet culture and Western management practices.

Teaching objectives

This case provides rich source materials to discuss three key issues. The first is about entrepreneurship in China and the characteristics of emerging Chinese companies. The second is how to organize and manage a fast growing Internet start-up. The third is a broad strategic issue concerning the development of B2B marketplaces, especially in the Asian context.

  • Internet
  • B2B exchange
  • China
  • Entrepreneurship
  • Global trade. RD0901
  • AR2001