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    Alibaba's Taobao (A) (Spanish version)

    Oberholzer-Gee, Felix ; Wulf, Julie M.

    Spanish , English

    • Reference: HBS-714S01

    • Year: 2008

    • Number of pages: 17

    • Geographic Setting: China

    • Publication Date: Jan 6, 2009

    • Fecha de edición: Jul 30, 2009

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: E-commerce;Web services;Information services

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    Description

    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.

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    Keywords

    Business Models Competitive advantage Corporate governance Corporate strategy Diversification Growth strategy International business Product management Products