Sina's Growth Strategies in China

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR183 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Business Models | Growth Factors and Challenges
Case Length : 12 Pages
Period : 2001-2005
Organization : Sina Corporation
Pub Date : 2005
Teaching Note : Not Available
Countries : China
Industry : Media, Entertainment, and Gaming


Sina Corporation, a leading online media and mobile services provider, catered to the Chinese language audiences in four countries. The company's most important market, however, was China. The Chinese economy was witnessing rapid growth and made Sina's business environment very dynamic. The case describes how Sina took advantage of China's growing population of online users and built a business model around online advertising. The case then details the strategies pursued by the company when it faced a threat in the form of a drop in online advertising business in China. Finally, the case describes the latest challenges facing the company as the Chinese online media industry matures.


The case is designed to help students to:

Develop an understanding of the Chinese online media industry
Understand the dynamic nature of fast developing online businesses and the challenges faced by companies operating in these industries
Understand the various services that online media companies offer
Study the viability and sustainability of online advertising business model in China


  Page No.
Introduction 1
Background Note 2
The Initial Years 3
Diversification of Services 4
Non-Advertising Revenues 6
The Road Ahead 8
Exhibits 9


Sina Corporation Sina Corporation, Mobile Value Added Services (MVAS), Text Messaging,, Internet Portal, Localization of Content, Multimedia Messaging Service, Dotcom Advertising, Interactive Voice Response Services and Web Alliances.

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