Complete Case details are given below :
Case Name : Amazon Goes Global
Authors : Yong Li, Jing Li
Source : Ivey Publishing
Case ID : W14784
Discipline : General Management
Case Length : 15 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
As the world’s largest online retailer, Amazon had a 12.3 per cent worldwide market share and had operations in 10 countries. However, its performance was markedly unbalanced across different countries. For example, it had a significant market share in Germany at 21.4 per cent, while it only owned 1.7 per cent of the Chinese online retailing market. In this way, Amazon faced critical challenges in developing future international strategies. Should it continue its global expansion into new markets? What should the company do with less successful markets, such as China?
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