A Case Study of Online Retail Innovation System on Alibaba Taobao

Author

Hu, YongQuan ; Zhao, Shukun

Author_Institution

Modern Commerce Res. Center, Zhejiang Gongshang Univ., Hangzhou, China

fYear

2010

fDate

7-9 May 2010

Firstpage

224

Lastpage

227

Abstract

Online retailing contains enterprises with highly innovative characteristics. In this paper, taking the online retail business of Alibaba China as the case study sample, the global value chain (GVC) innovation theory is used to research the innovative practices of Alibaba´s online retail business based on the literature research regarding the online retail business innovation theory. Through selection of major innovation events about online retail business of Alibaba Taobao, we carry out content analysis according to the GVC innovation theory, and deeply analyze the innovation system of Taobao from five perspectives which includes innovation goals, process innovation, product innovation, functional innovation and chain innovation.

Keywords

Internet; electronic commerce; innovation management; retailing; Alibaba China; Alibaba Taobao; content analysis; functional innovation; global value chain innovation theory; innovative characteristics; online retail business innovation theory; online retail innovation system; online retailing; process innovation; product innovation; Companies; Industries; Internet; Marketing and sales; Production; Technological innovation; Alibaba; Innovation System; Online retailing; Retail Innovation; Taobao;

fLanguage

English

Publisher

ieee

Conference_Titel

E-Business and E-Government (ICEE), 2010 International Conference on

Conference_Location

Guangzhou

Print_ISBN

978-0-7695-3997-3

Type

conf

DOI

10.1109/ICEE.2010.64

Filename

5590839