Yahoo Auctions in Japan

Yahoo Auctions in Japan
Case Code: BSTR309
Case Length: 17 Pages
Period: 1999-2008
Pub Date: 2009
Teaching Note: Not Available
Price: Rs.300
Organization: Yahoo
Industry: Internet & e-commerce
Countries: Japan
Themes: E-commerce
Yahoo Auctions in Japan
Abstract Case Intro 1 Case Intro 2 Excerpts


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.


The case is structured to achieve the following teaching objectives

  • 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



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

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