Case | HBS Case Collection | March 2010 (Revised April 2010)

Alibaba Group

by Julie M. Wulf


Discusses how Alibaba Group successfully managed new business ventures to become a leader in China's online marketplaces. Students follow Alibaba Group's transition from a startup to a multibusiness firm with over 15,000 employees in just over a decade. They analyze the evolving dynamics of internal competition and cooperation among Alibaba Group's subsidiaries. Students are also asked to address Alibaba Group's strategy, the role of its corporate center and how to incentivize subsidiary executives.

Keywords: History; Business Subsidiaries; Competition; Multinational Firms and Management; Corporate Strategy; Executive Compensation; Business Headquarters; Cooperation; Organizational Change and Adaptation; Growth and Development Strategy; China;


Wulf, Julie M. "Alibaba Group." Harvard Business School Case 710-436, March 2010. (Revised April 2010.)