Exploring online retailing strategies : case studies of leading firms in the U.S. and China
Name
808368445-MIT.pdf
Description
Full printable version
Size
5.36 MB
Format
Adobe PDF
Checksum (MD5)
1433c7ef7c8cf57027e1ba14d9a4a3ab
Author(s)
Chen, Jian, S.M. Massachusetts Institute of Technology, Sloan School of Management
Advisor(s)
Michael A. Cusumano.
Date Issued
2012
Publisher
Massachusetts Institute of Technology
Abstract
Online retailing has been a significant part of people's daily life. Research shows that 85% of internet users have purchased online. In China, with the increased penetration rate of internet and adoption of online payment, the online retailing is accounting for a larger percentage of overall retailing volume year by year. However, the lower barrier to entry of online retailing compared to traditional retailing makes the competition more intense than ever. In addition, several leading online retailing companies in the US experienced unprecedented obstacles when attempting to expand in China. This leaves an open question- what is the right strategy in online retailing? The objective of this thesis is to identify to best online retailing strategies in China by examining the online business environment of US and China and distilling current strategies of successful online retailing companies in both countries. The research has been based on case studies of leading online retailing companies. Four lenses, including operational excellence, customer intimacy, product leadership and platform leadership, have been used to explore the unique positions these companies have chosen, and the different set of activities they employed to achieve the positions.
Description
Thesis (S.M.)--Massachusetts Institute of Technology, Sloan School of Management, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 95-101).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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