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Journal of Strategic Management

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ISSN: 1649-3877

Listed by: Cabells and EBSCO

Frequency: 1 online Volume per year


Alibaba: Expansion in the Indian E-Commerce Marketplace

JSME Vol 14: 2018 , Pages 83-100

Author(s): Bindu Kulkarni and Vasant Sivaraman (S.P. Jain Institute of Management & Research, Bhavan’s Campus, Mumbai, India)

By 2014 India was one of the fastest growing internet populations after China and the US. It was estimated that by 2018 it would surpass the US in terms of internet users, making it the second largest internet population in the world. By 2015, the Indian e-commerce market place had three major players Flipkart, Snapdeal and Amazon India. Each was competing to win customers with attractive deals, infusing investments to build logistics and increasing their reach. This case examines the competition for dominance among the major players and the strategy for Alibaba to also make a significant entry in the B2C e-commerce market place in India.

Keywords: e-commerce, marketplace, India, entry strategy, industry analysis, value chain

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