This case is suitable for a variety of undergraduate- and postgraduate-level courses on strategic management, international business, and digital management. After working through the case and assignment questions, students will be able to ·review global competition in e-commerce; ·understand the characteristics of an internet-based platform business model; ·explore challenges that internet-based platform businesses face in foreign market entry; anddevelop a market ecosystem in foreign markets.

platform business; e-commerce; digital platform

Undergraduate/MBA

Retail Trade
Japan; United Kingdom
Large