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

Yaman Alpata and Serdar S. Durmusoglu

Chapter 4 in Chinese Innovation and Branding Leaps, 2022, pp 79-101 from World Scientific Publishing Co. Pte. Ltd.

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

Keywords: Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP) (search for similar items in EconPapers)
JEL-codes: L26 M31 O31 (search for similar items in EconPapers)
Date: 2022
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