Yahoo Auctions in Japan

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR309 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 17 Pages
Period : 1999-2008
Organization : Yahoo
Pub Date : 2009
Teaching Note : Not Available
Countries : Japan
Industry : Internet & e-commerce


Yahoo Japan Corporation, a joint venture between US-based Yahoo Inc. and Japan-based SoftBank Corporation, is the largest integrated information portal in Japan. Yahoo Japan's online auctions, launched in 1999, became one of the most popular sites in Yahoo Japan's portal. The case discusses Yahoo Japan's entry into the online auctions market and examines some of the strategies that it followed. It concludes with a brief description of Yahoo Japan Auction's agreement with eBay US, facilitating cross-border bidding.

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Examine Yahoo's entry and expansion in Japan.

Understand Yahoo Japan's strategies for online auctions.

Analyze the reasons for the success of Yahoo Japan Auctions


  Page No.
Introduction 1
Background Note 2
Yahoo in Japan 4
Yahoo Japan Auctions 6
The Secrets of Success 8
Outlook 9
Exhibits 10


Yahoo, Internet, Japan, Online Auctions, Online Marketplace, Auction website, eBay Japan, e-commerce, C2C (consumer to consumer)

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