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Youku Tudou: Shaping Entertainment and Media in China
內容大綱
Both founded in the mid-2000s as two of China’s earliest online video platforms and both emphasizing creative, original content, Youku and Tudou enjoyed popularity among China’s young netizens, while constantly battling each other for market leadership. Both firms went public, on the NYSE and Nasdaq respectively. Facing China’s hyper-competitive online video market, the twin firms decided to engage in a series of transactions, including a merger of the two, the delisting of Tudou, a major investment from and eventually the acquisition by Alibaba, and the delisting of Youku Tudou and transformation into part of Alibaba. Together with Baidu’s iQIYI and Tencent Video, Youku Tudou will continue to shape China’s entertainment and media landscape.
學習目標
This case can be used for undergraduate- and graduate-level courses on strategic management, digital strategy, international business, information systems, or entrepreneurship. After working through the case and assignment questions, students will be able to do the following:<ul><li>Explore the creation, growth, and transformation of content platforms.</li><li>Understand the dynamic “coopetition” between digital firms.</li><li>Examine transactions such as IPO, merger, investment, and acquisition, between platforms.</li></ul>