eBay in Japan

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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 : BSTR282 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


International Business | Globalization Business
Case Length : 12 Pages
Period : 2000-2007
Pub Date : 2008
Teaching Note : Not Available
Organization : eBay
Industry : Internet & E-Commerce
Countries : Japan


eBay, the US-based online auctioneer, entered Japan in 2000, after making successful forays into some European countries and Australia. However, it was not able to establish itself in the country, and chose to exit Japan in 2002. The case discusses eBay's international expansion, its entry into Japan, and the reasons behind its failure in the country. It discusses some of the problems eBay faced in Japan due to competition from Yahoo Japan, and details some of eBay's practices like credit cards having to be used, a commission for transactions being levied, etc., due to which it was unsuccessful in Japan. The case concludes with eBay's reentry into the country through a joint venture with Yahoo.


Examine eBay's international expansion.

Understand eBay's operations in Japan.

Analyze the reasons for eBay's failure in Japan.


  Page No.
eBay Reenters Japan 1
Background Note 2
eBay's International Ventures 4
eBay in Japan 5
What Went Wrong? 7
The Aftermath 8
Exhibits 10


eBay, Japan, Online Auctions, Auction website, Yahoo Japan, Sekaimon, NEC Corporation, Listing fees

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