Dual-internationalization marketing strategies of emerging market e-tailers - Evidence from the Alibaba Group

Shi, J and Bai, H ORCID: 0000-0001-5836-8877 Dual-internationalization marketing strategies of emerging market e-tailers - Evidence from the Alibaba Group. SN Business & Economics. ISSN 2662-9399 (Accepted)

Text Dual-internationalization marketing strategies of emerging market e-tailers - Evidence from the Alibaba Group.pdf - Accepted Version Access Restricted Available under License Creative Commons Attribution. Download (301kB)

Abstract

From the perspective of international retail, this exploratory study aims to shed light on the marketing strategies to implement dual-internationalization (DI) of emerging market multinational enterprises (EM-MNEs) in e-commerce. The qualitative primary data was collected from sixteen semi-structured executive interviews from the Alibaba Group. It is revealed that emerging market (EM) e-tailers employ two kinds of strongly interrelated and mutually beneficial marketing strategies to accomplish their DI. Specifically, they adopt an adapted Multinational strategy in developed markets, and their expansion has a strong asset-seeking orientation. Meanwhile they tend to carry out a standardized Global strategy in other emerging markets, through which their expansion has a strong asset-exploitation orientation. The paper develops the model of EM e-tailers’ interrelated marketing and expansion strategies during their DI in both developed and emerging markets simultaneously. It contributes to the literature in retailer internationalization and international marketing strategies of EM-MNEs.

Item Type:	Article
Uncontrolled Keywords:	3801 Applied economics; 4407 Policy and administration
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products T Technology > T Technology (General) > T58.5 Information Technology
Divisions:	Liverpool Business School
Publisher:	Springer
Date of acceptance:	11 September 2026
Date Deposited:	14 Sep 2026 10:41
Last Modified:	14 Sep 2026 10:41
URI:	https://researchonline.ljmu.ac.uk/id/eprint/29398

View Item