Business Case Studies, Going Global Case Study, Yahoo,China

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Going Global Case Study

Case Title:

Yahoo! in China

Publication Year : 2004

Authors: Firdaus Maldar, G Srikanth

Industry: Internet and e-commerce


Case Code: GGL0012

Teaching Note: Available

Structured Assignment: Available

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Yahoo!, the most visited website in the world launched Yahoo! China in 1999. It failed to make much of an impact on the Chinese Internet users who were enamoured with local sites. In 2003, Yahoo! China made a renewed effort to expand its presence in China. It aimed to concentrate on search services, on-line auctions and web-based communications to further its presence in China

Pedagogical Objectives:

  • To discuss the opportunities presented by China's rapidly increasing Internet population
  • To discuss Yahoo! China's plans to increase its penetration in China
  • To discuss the opportunities and pitfalls presented by the bourgeoning e-commerce and on-line advertisement market in China, to the International Internet firms.


  • Introduction
  • The Growing Internet Population in China
  • The Story so far
  • Yahoo: Geared up for Battle with Old Foes in a New Battle Ground
  • Challenges
  • Yahoo!'s Experiences in Japan

Keywords : Yahoo! in China; Beijing Founders Electronics Co; Competitive growth strategy; China Internet Network Information Centre; Partnerships and acquisitions; Chinese Internet industry; Chinese Ministry of Information;,,; Short messaging service (SMS); Market Entry Strategies Case Study; 3721 Network Software Co Ltd; Zhou Hongyi; e-Commerce; e-Trade; Yahoo! Asia

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