Abstract
The objective of this article is to analyze the Blue Ocean Strategy® in China, especially in e-commerce. This contribution mainly focuses on four e-commerce companies by analyzing their business-models and developments. In China, Blue Ocean Strategy® has been ardently discussed since the Chinese market has become increasingly mature. According to data from World Bank, its GDP is 9.24 trillion US dollars and accounted for about 15% of the world GDP in 2013.
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Notes
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Li, W., Heupel, T. (2019). Blue Ocean Strategy® in China—Successful Examples in E-Commerce. In: Barsch, T., Heupel, T., Trautmann, H. (eds) Die Blue-Ocean-Strategie in Theorie und Praxis. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15480-6_19
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