| HBS Case Collection
(Revised December 2011)
WildChina: Taking the Road Less Traveled
This case deals with supplier difficulties faced by WildChina—a travel service provider in China. WildChina is a classic case of a company that is trying to bring a local, within-country product to a market outside the country (in this case, travelers to China from around the world). In doing so, start-ups have to build competences to deal with local suppliers and global customers. The case describes the operations of WildChina providing detailed information on how they evaluated suppliers to determine their appropriateness, given WildChina's customers. The decision in the case revolves around what the founder should do when faced with a supplier who is trying to bypass WildChina to reach customers directly—a common problem faced by intermediaries.
Keywords: Business Model;
Customer Focus and Relationships;
Globalized Markets and Industries;
Supply Chain Management;