Analysis of Ebay China’s Failure and Suggestions to Ebay’s Return Strategy from the Perspective of Cross-Cultural Conflicts
Analysis of eBay China’s Failure and Suggestions to eBay’s Return Strategy from the Perspective of Cross-cultural Conflicts
1. Introduction Along with the development of global economy, no one is unfamiliar with the word of globalization, and the world is filled with multinational-corporations. In such circumstances, those companies have realized that the necessary way to survive in the global market and maintain the competitive advantages is to enlarge the geographical scope of their business. As a result, the issue of localization strategy is put into the essential agenda of every multinational-corporation’s meeting. Culture, as an invisible hand, leads the multinational-corporations towards the right way in the localization. While, cross-cultural conflicts are the basic obstacles in the localization. As another meritorious statesman of the globalization, Internet played an important role in the global market. Thanks to the internet, a great deal of international business can be done without travelling around the world and face-to-face communication. And the development of e-commerce brought a fresh new way of doing business online. There were a lot of internet companies launched during the last few decades, and increasingly more people began to buy things on the internet instead of shopping in real stores. The internet has been imported in China for seventeen years, and nowadays China owns the largest amount of netizens in the world. Therefore, many famous internet companies want to share a piece of cake in such a big market. If any one of them can open Chinese market successfully, it will definitely make a huge profit. There are some senior internet companies being in China for a long time, and eBay was one of them. But are these companies running as well as the ones in other places? How to solve the cross-cultural conflicts in management and marketing and how to make the proper localization
1. Introduction Along with the development of global economy, no one is unfamiliar with the word of globalization, and the world is filled with multinational-corporations. In such circumstances, those companies have realized that the necessary way to survive in the global market and maintain the competitive advantages is to enlarge the geographical scope of their business. As a result, the issue of localization strategy is put into the essential agenda of every multinational-corporation’s meeting. Culture, as an invisible hand, leads the multinational-corporations towards the right way in the localization. While, cross-cultural conflicts are the basic obstacles in the localization. As another meritorious statesman of the globalization, Internet played an important role in the global market. Thanks to the internet, a great deal of international business can be done without travelling around the world and face-to-face communication. And the development of e-commerce brought a fresh new way of doing business online. There were a lot of internet companies launched during the last few decades, and increasingly more people began to buy things on the internet instead of shopping in real stores. The internet has been imported in China for seventeen years, and nowadays China owns the largest amount of netizens in the world. Therefore, many famous internet companies want to share a piece of cake in such a big market. If any one of them can open Chinese market successfully, it will definitely make a huge profit. There are some senior internet companies being in China for a long time, and eBay was one of them. But are these companies running as well as the ones in other places? How to solve the cross-cultural conflicts in management and marketing and how to make the proper localization
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