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Love Inventory: Business Ecosystem Governance of an E-commerce Platform
內容大綱
Shanghai Zhongdan Information Technology Co. Ltd. (SZIT), established in 2017, was an e-commerce firm focusing on the flash-sales industry. Helping clothing brands clear their inventory quickly, SZIT rapidly attracted a large number of brands and successfully built a business ecosystem that included platforms, brands, shopkeepers, and consumers. To achieve success for all parties, SZIT took a series of measures to empower ecosystem members, such as helping brands build private traffic pools, providing one-stop services for shopkeepers, and reducing financial pressure for shopkeepers. These measures met the needs of different types of stakeholders and enabled SZIT to develop quickly and become a unicorn in the e-commerce industry. To continuously increase user traffic, SZIT developed the Xiang Store WeChat Mini Program to attract public traffic and ease the bottleneck of private traffic. However, SZIT now faced a new problem: determining how to balance the proportion of public traffic and private traffic.
學習目標
This case is intended for undergraduate- and graduate-level courses on strategic management or in a module focusing on business ecosystems and business ecosystem governance. This case study describes the establishment of SZIT and then introduces its business ecosystem governance process, allowing students to achieve the following:<ul><li>Comprehend the concept of business ecosystem and its antecedents.</li><li>Understand the governance strategies of a business ecosystem.</li><li>Identify the process and methods of business ecosystem governance.</li><li>Understand the effects of business ecosystem governance.</li></ul>