Individual Class Attribution-due Monday

Individual Class Attribution-due Monday - Ngoc Le Professor...

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Ngoc Le Professor Elise Riker MKT 300 Winter Session Analysis of “How EBay Failed in China” Article Summary In 2004, EBay entered and planned to dominate China market. Alibaba is a local Chinese company that helped small and medium-sized enterprises on doing business online. Jack Ma, the founder and CEO of Alibaba, has alarmed that Ebay would do the same as Alibaba did. Thus, he decided to launch a competing C2C auction site to as a defensive strategy towards EBay. This new Web site named “Taobao”-meaning “digging for treasure”-was operated free of charge for individuals’ buying and selling any consumer goods. To compete, EBay signed exclusive advertising rights with major portals to block advertisements from Taobao. Moreover, it built its China operation named “eBay EachNet” and spread its ads in everywhere. Ma fought back by secured advertisement for Taobao on major TV channels. The battle’s heat between Taobao and eBay EachNet is easily seen during 2004. However, people doubt about the sustainability of
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This note was uploaded on 03/10/2011 for the course MKT 300 taught by Professor Eaton during the Winter '08 term at ASU.

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Individual Class Attribution-due Monday - Ngoc Le Professor...

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