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As the number of global Internet users increases steeply and their consumption patterns change, the market size of global cross-border E-commerce keeps rising. According to the surveys from AliResearch and Accenture, the market size of global cross-border E-commerce in 2017 was 530 billion US dollars. And this number is predicted to reach 994 billion in 2020, while the number of global consumers will reach 943 million. As the market size grows continuously, a large number of firms seek to expand their businesses to foreign markets actively besides putting efforts into domestic market. Therefore, this study attempts to choose three representative firms and analyze their entry strategies of overseas markets, mainly Asian markets, in recent years. These three firms are from America, Europe and Asia, where the development of global cross-border E-commerce are the most mature and fastest. This study analyzes Alibaba, Amazon, and Otto Group’s internationalization strategies through case study as well as comparative analysis, and gains the following findings: 1. These three firms sought to expand their businesses to broader foreign markets based on the premise that they possess adequately tangible & intangible resources and capabilities. Moreover, besides cross-border E-commerce, all of them expanded their business scopes to other fields and form their own business ecosystem to gain their core competitive advantage. 2. All three firms took more than one type of entry mode as their internationalization strategies in recent years. And basically, they all adopted the strategies they used before and adjusted them based on different target markets’ characteristics. However, the strategies that these firms used to adopt were apparently different. 3. When selecting entry modes, firms have to consider internal and external factors which may affect their performance, for instance, domestic and host country’s policies, organizational characteristics, business strategies, host country locational characteristics etc. However, not every firm will be affected by all those factors. Furthermore, the degree of influence and importance from these factors won’t be the same in different situations. 4. Timing is another important factor that affects a firm’s decision to select entry mode. To achieve its strategic goals, a firm will adopt different entry modes according to different market conditions and competitive situations at different time.
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