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Strategies and service innovations of haitao business in the Chinese market

Asia Pacific journal of innovation and entrepreneurship (Online), 2016-12, Vol.10 (1), p.101-121 [Peer Reviewed Journal]

Caixia Liu and Jinhwan Hong. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1395 ;EISSN: 2398-7812 ;DOI: 10.1108/APJIE-12-2016-012

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  • Title:
    Strategies and service innovations of haitao business in the Chinese market
  • Author: Liu, Caixia ; Hong, Jinhwan
  • Subjects: Electronic commerce ; Innovations ; Trends ; Web sites
  • Is Part Of: Asia Pacific journal of innovation and entrepreneurship (Online), 2016-12, Vol.10 (1), p.101-121
  • Description: Purpose Chinese consumers’ cross-border internet shopping, so called “haitao” is an emerging popular trend in China. Haitao can be understood as service innovation process because it creates new market spaces and provides differentiated values for Chinese customers.Design/methodology/approach This study aims to explore the service innovation strategies and success factors of haitao business in the Chinese market. The authors selected two successful haitao sites of Amazon.cn and Gmarket.co.kr, as representatives of a global player and a niche player, and conducted a comparative case study to analyze their service innovation strategies and key success factors.Findings This comparative case analysis based on value chain framework revealed some common success factors such as trust, advanced system and alliances as well as their service innovation efforts. Amazon has advantages such as efficient logistics system and global sourcing, whereas Gmarket has advantages such as product category, sales promotions, and payment system.Originality/value This study provides some implications for managers with localization, alliances and platform strategies.
  • Publisher: Bingley: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 2071-1395
    EISSN: 2398-7812
    DOI: 10.1108/APJIE-12-2016-012
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
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