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Specifics of Entry Strategies of E-Commerce Companies in Emerging Markets Exemplified by Amazon and Alibaba in India

Student: Marc alain Denier

Supervisor: Maxim Bratersky

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

Given the increasing globalisation and international competition many companies are facing, international expansion becomes ever more necessary and accessible for companies. Choosing the right market entry strategy is crucial when entering a foreign market. In this master thesis we want to explore the specifics of entry strategies of ecommerce companies in emerging markets. Ecommerce as a sector has many specifics, from network effects and platform characteristics to cross-border ecommerce and the importance of business ecosystems. These characteristics of the industry have a significant impact on entry strategies. By analysing the market entries of Amazon and Alibaba in India and comparing them to other emerging markets, we will identify the specifics of entry strategies of ecommerce companies in emerging markets.

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