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

Shi, J and Bai, H ORCID: 0000-0001-5836-8877 (2026) Dual-internationalization marketing strategies of emerging market e-tailers - Evidence from the Alibaba Group. SN Business & Economics, 6. ISSN 2662-9399

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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:	16 September 2026
Date of first compliant Open Access:	30 September 2026
Date Deposited:	14 Sep 2026 10:41
Last Modified:	30 Sep 2026 09:12
DOI or ID number:	10.1007/s43546-026-01438-5
URI:	https://researchonline.ljmu.ac.uk/id/eprint/29398

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