eBay in Japan

Case Code: BSTR282 Case Length: 12 Pages Period: 2000-2007 Pub Date: 2008 Teaching Note: Not Available

Price: Rs.300 Organization: eBay Industry: Internet and E-Commerce Countries: Japan Themes: International Business, Globalization Business

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

eBay, the US-based online auctioneer, entered Japan in 2000, after making successful forays into some European countries and Australia. However, it was not able to establish itself in the country, and chose to exit Japan in 2002. The case discusses eBay's international expansion, its entry into Japan, and the reasons behind its failure in the country. It discusses some of the problems eBay faced in Japan due to competition from Yahoo Japan, and details some of eBay's practices like credit cards having to be used, a commission for transactions being levied, etc., due to which it was unsuccessful in Japan. The case concludes with eBay's reentry into the country through a joint venture with Yahoo.

Issues

The case is structured to achieve the following teaching objectives

• Examine eBay's international expansion
• Understand eBay's operations in Japan
• Analyze the reasons for eBay's failure in Japan

Contents

eBay Reenters Japan
Background Note
eBay's International Ventures
eBay in Japan
What Went Wrong?
The Aftermath
Exhibits

Keywords

eBay, Japan, Online Auctions, Auction website, Yahoo Japan, Sekaimon, NEC Corporation, Listing fees

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