Descrição

Inside Alibaba: How the World’s Largest E‑commerce Company Is Changing Online Business

Overview

In September 2014 a relatively unknown Chinese company made the largest debut on the New York Stock Exchange in history—an IPO larger than those of Google, Facebook and Twitter combined. For nearly a decade the world barely noticed Alibaba, even as it came to dominate China’s e‑commerce market and built a customer base larger than Amazon’s.

Por Dentro do Alibaba (Inside Alibaba) tells the story of how Alibaba became so powerful and the man behind that transformation. Porter Erisman—one of the company’s first Western employees and head of international public relations and marketing from 2000 to 2008—relates how Jack Ma, once an English teacher who failed China’s university entrance exam twice, rose from obscurity to found a startup that grew into one of the world’s largest companies.

What you’ll learn

• How Alibaba survived the dot‑com bubble and recovered from strategic mistakes and bad advice from foreign experts.
• How the company navigated China’s regulatory barriers and outcompeted global rivals such as eBay and Google.
• How Alibaba expanded internationally (including roughly 10 million users in the U.S., 3 million in India and 2 million in Brazil, largely via AliExpress).
• Why Alibaba’s model points to a new global business landscape that centers the East, emerging markets and new entrepreneurs rather than the traditional Western, developed‑market giants.

Why read this book

Por Dentro do Alibaba is essential reading for anyone who wants to understand China’s distinctive management culture and draw practical lessons—both business and personal—from one of its most influential entrepreneurs. Porter Erisman combines insider anecdotes with analysis to show not only how Alibaba won, but what that victory means for the future of global commerce.