Justin Ren: How to Enter China's E-commerce Market and Be Successful

Why has there been hardly any successful entry into China's E-commerce market by western firms? From [...]companies in Consumer-to-Consumer (C2C) market to online travel agents, the authors point out the common pitfalls of those firms entering China. Through re-thinking via an entry strategy framework, the authors advise that western companies should compete by managing locally in order to meet the fast-changing needs of China's online customers.

Tags: boston university, School of Management, faculty research, faculty research day, justin ren

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