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商品編號: W20617 出版日期: 2020/07/31 作者姓名: Beamish, Paul W.;Yang, Zoe 商品類別: General management 商品規格: 9p 再版日期: 2021/04/08 地域: China;United States 產業: Accommodations 個案年度: 2016 -
商品敘述:
In 2015, Airbnb, Inc. began to explore entry into the Chinese market. In August of that year, it announced a partnership with two of its China-based investors to help it navigate the expansion. By January 2016, the company was facing a number of fundamental questions. First, how should it best position itself in China to ensure a successful expansion? Should it work with a local competitor and, if so, who? If it chose to instead continue expanding alone, should it replicate its established global formula or should it localize? If it pursued a localization strategy, what were the different ways it could localize its operations? And which of these should it prioritize?
涵蓋領域:
Corporate strategy;International business;Product localization;Competitive forces;Information systems
相關資料:
Case Teaching Note, (W20618), 9p, by Paul W. Beamish, Zoe Yang
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