Shi, J and Bai, H (2023) Dual-Internationalization Strategies of Emerging Market E-tailers. In: Proceedings of the European Marketing Academy, 52nd . A2023-112345. (EMAC Annual Conference 2023, 23rd May - 26th May 2023, Odense, Danmark).

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Abstract

From an international retailing perspective, this exploratory study aims to shed the light on emerging market (EM) e-tailers’ marketing strategies to implement their dual-internationalization (DI). Through a case study of the Alibaba Group, qualitative data was collected from twelve semi-structured executive interviews and internal documents. It is revealed that EM e-tailers employ strongly interrelated two kinds of strategies to accomplish their DI. In other emerging markets they are likely to adopt a standardized Global strategy, through which their expansion has a strong asset-exploitation orientation. Meanwhile, they tend to carry out an adapted Multinational strategy in developed markets, and their expansion has a strong asset-seeking orientation. It extends the literature in international retailing through examining EM e-tailers’ interrelated marketing and expansion strategies during their dual internationalization in both developed and emerging markets simultaneously.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Business & Management (from Sep 19)
Publisher:	European Marketing Academy
SWORD Depositor:	A Symplectic
Date Deposited:	27 Feb 2023 10:07
Last Modified:	31 Oct 2023 14:38
URI:	https://researchonline.ljmu.ac.uk/id/eprint/18955

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