Szerző szerinti böngészés "Zhang, Xuemeng"

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    Amazon China's Failure, From A Localization Perspective
    Zhang, Xuemeng; Kiss, Marietta; DE--Gazdaságtudományi Kar
    Amazon China suffered failure in the online retailing market in China. Inappropriate localization strategy is one of the main reasons of this failure. To learn about the localization strategies Amazon China adopted, I used a combination of secondary research and primary research. The results show that Amazon China has failed in localization in multiple dimensions. Suggestions are also given in this paper, regarding the current situation of Amazon China.