TY  - JOUR
AB  - Purpose Chinese consumers’ cross-border internet shopping, so called “haitao” is an emerging popular trend in China. Haitao can be understood as service innovation process because it creates new market spaces and provides differentiated values for Chinese customers.Design/methodology/approach This study aims to explore the service innovation strategies and success factors of haitao business in the Chinese market. The authors selected two successful haitao sites of Amazon.cn and Gmarket.co.kr, as representatives of a global player and a niche player, and conducted a comparative case study to analyze their service innovation strategies and key success factors.Findings This comparative case analysis based on value chain framework revealed some common success factors such as trust, advanced system and alliances as well as their service innovation efforts. Amazon has advantages such as efficient logistics system and global sourcing, whereas Gmarket has advantages such as product category, sales promotions, and payment system.Originality/value This study provides some implications for managers with localization, alliances and platform strategies.
VL  - 10
IS  - 1
SN  - 2071-1395
DO  - 10.1108/APJIE-12-2016-012
UR  - https://doi.org/10.1108/APJIE-12-2016-012
AU  - Liu Caixia
AU  - Hong Jinhwan
PY  - 2016
Y1  - 2016/01/01
TI  - Strategies and service innovations of haitao business in the Chinese market: A comparative case study of Amazon.cn vs Gmarket.co.kr
T2  - Asia Pacific Journal of Innovation and Entrepreneurship
PB  - Emerald Publishing Limited
SP  - 101
EP  - 121
Y2  - 2024/05/08
ER  -