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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.

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.

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.

This study provides some implications for managers with localization, alliances and platform strategies.

Board gender diversity is an important component of sound corporate governance. This paper aims to examine the influence that female board directors in listed firms in Korea have on effective investment decisions.

The authors used 4,117 data items related to finance and governance from FnGuide for listed Korean firms between 2014 and 2019. The authors analyzed the data using Heckman’s two-stage regression, controlling the ordinary least square regression and endogeneity, to resolve the problem of selection bias. Gender diversity was measured using the existence/absence of female directors on boards (dummy variable) and the ratio of female directors on boards (BLAUt-1 index and SHANNONt-1 index).

Female board directors influenced the suppression of under-investment for the enhancement of corporate value, but not the suppression of over-investment. Additionally, female directors played a complementary role in under-investment to mitigate corporate risk, but not in intra-industry competition. Kanter’s classification of board types indicated that the skewed board and tilted board have a significant effect on under-investment and play a complementary role in corporate risk.

First, this study is about only Korean firms. Second, this study relies on corporate actual data but does not account for the factors that affect human behavior or how such behaviors can evolve. Third, the authors included as many appropriate variables as possible when setting the research model, but there may be missing correlation variables.

The authors’ results have policy implications, as they can be used as a basis to establish policies related to gender diversity in Korea, where there are currently insufficient empirical studies on women’s participation on the boards of directors. Moreover, with the amended FISCMA, which mandates that firms must hire at least one female director, Korean firms need to implement practical employment policies that can benefit firms, by selecting capable female directors rather than engaging in tokenism.

This study empirically examines gender diversity in the boards of Korean firms that have implemented the female quota system for the first time and considers female board directors’ roles in undertaking effective corporate investment decisions. This insight can guide change management and help firms avoid tokenism – a possible corporate response to pressures arising from the debates about feminism in Korea and gender diversity legislation.