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Alibaba: Entrepreneurial growth and global expansion in B2B/B2C markets

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Abstract

The purpose of this case-based research is to analyze and discuss Alibaba Group (hereafter Alibaba) and its entrepreneurial growth and global expansion in B2B/B2C markets. The paper uses company and industry-specific data and surveys to analyze a fast growing Chinese B2B/B2C firm and its internationalization and expansion in global markets. Findings of the work reveal that in a short time, Alibaba has become a major entrepreneurial icon and global player and continues to grow worldwide because of its well-planned business initiatives and B2B/B2C-based business models. The paper also provides implications in the area of international entrepreneurship and its related areas. International entrepreneurs need to learn from Alibaba’s fast growing business model and dynamic growth because of its competitive platforms and Web-based strategies which helped the company to target small and medium-sized enterprises (SMEs) in global markets. Within the areas of international entrepreneurship and international business, the paper also provides discussion which deals with the changing e-commerce industry and its future growth and developments.

El objetivo de esta investigación basada en casos de negocios es analizar y discutir el Grupo Alibaba (de aquí en adelante Alibaba) y su crecimiento empresarial y la expansión global en mercados de B2B/B2C. El ensayo utiliza estadísticas y encuestas específicas a la compañía e industria para analizar una empresa china B2B/B2C y su internalización y expansión en los mercados globales. Los resultados del estudio revelan que dentro de un período breve, Alibaba ha llegado a ser un icono empresarial y un actor global y que continúa a crecer globalmente por causa de sus iniciativas negociantes bien planeadas y sus modelos de negocio basados en el B2B/B2C. La investigación también da implicaciones relacionadas al espíritu emprendedor internacional y sus cualidades relacionadas. Creemos que los empresarios internacionales deben aprender del modelo de negocio de Alibaba que se expande de una forma rápida y el crecimiento dinámico que resulta de sus plataformas competitivas y sus estrategias digitales que han ayudado a la compañía captar a empresas pequeñas y medianas (SMEs) dentro de los mercados globales. En las áreas del emprendimiento internacional y los negocios internacionales, el ensayo también ofrece una discusión relacionada a la industria variable del comercio digital y su crecimiento y desarrollo futuro.

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Notes

  1. For major e-exchanges and B2B online marketplaces, see Covisint, Exostar, GHX, Aeroxchange, INTTRA, GS1 US, NeoGrid, etc.

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Acknowledgements

The author would like to thank two anonymous reviewers of the journal for their suggestions and helpful comments. Also special thanks to Andrew Reynolds for translating the work in Spanish. The author is also grateful to the Editor (Hamid Etemad) for his encouragement and timely suggestions in the review process. The material in this case is intended to be used as a basis for discussion rather than to illustrate either effective or ineffective handling of a managerial situation or business practices.

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  1. Department of Management, Marketing & General Business, College of Business, West Texas A&M University, WT Box 60809, 2501 4th Avenue, Canyon, TX, 79016, USA

    Syed Tariq Anwar

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Anwar, S.T. Alibaba: Entrepreneurial growth and global expansion in B2B/B2C markets. J Int Entrep 15, 366–389 (2017). https://doi.org/10.1007/s10843-017-0207-2

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