This case discusses Amazon’s progress in China and examines the challenges faced in China. It documents the company’s evolving business practices, including its entry mode choices, competition and marketing strategies, business model transformation, conflicts between U.S. headquarters and local entities and the challenges of dealing with uncertain regulations in an emerging market.
This is a decision-making case focused on problem identification and analysis.
1.) Why couldn’t Amazon repeat its success in China?
2.) Why did Amazon expand its business from bookselling to e-commerce and then
to e-publishing, electronic devices, and cloud computing?
Why did Amazon lag behind its local rivals in these new business areas?
3.) Considering the new regulations governing cloud computing in China and the
global steps taken by locals rivals, what should Elaine Chang do now?
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