EBay plays to its strengths to succeed in China

San Jose, Calif.-based eBay, like many other Western Internet firms, initially struggled in China, but eBay has altered its strategy and is now seeing the fruits of its labor. Instead of trying to emulate a Chinese company, eBay stuck with its proven model. "We asked ourselves, 'How can we participate in the Chinese e-commerce market?'" said Jeff Liao, head of eBay Greater China. "The answer is so obvious: Play to our strengths, leverage our global franchise."

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