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Localization in Business-to-Consumer Cross-Border Online Marketplaces: How AliExpress Turkey Enables Its Sellers’ Brands and Manages Their Experiences

In: Chinese Innovation and Branding Leaps

Author

Listed:
  • Yaman Alpata
  • Serdar S. Durmusoglu

Abstract

The following sections are included:IntroductionAlibaba Group: An OverviewAliExpressThe Pillars of How AliExpress Helps Local Brands to Achieve Superior PerformanceA Guide to Effective Localization Process of Global Cross-Border E-Commerce PlatformsConcluding Remarks and Future DirectionsReferences

Suggested Citation

  • Yaman Alpata & Serdar S. Durmusoglu, 2022. "Localization in Business-to-Consumer Cross-Border Online Marketplaces: How AliExpress Turkey Enables Its Sellers’ Brands and Manages Their Experiences," World Scientific Book Chapters, in: Chinese Innovation and Branding Leaps, chapter 4, pages 79-101, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811249631_0004
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    More about this item

    Keywords

    Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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