Publications
Publications
- January 2009 (Revised July 2009)
- HBS Case Collection
Alibaba's Taobao (A)
By: Felix Oberholzer-Gee and Julie M. Wulf
Abstract
This case 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. How could Taobao best monetize its services without attracting a new set of competitors?
Keywords
Business Model; Demand and Consumers; Market Transactions; Service Operations; Diversification; Internet and the Web; China
Citation
Oberholzer-Gee, Felix, and Julie M. Wulf. "Alibaba's Taobao (A)." Harvard Business School Case 709-456, January 2009. (Revised July 2009.)