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International School ofManagement

Outcomes Assessment Committee

Instructions: DBA ProfessionalAssessment Evaluation II

EBay’s Strategy in China:

Alliance or Acquisition?



International School of ManagementDBA Program

Instructions Professional Assessment Evaluation II Case StudyEBay’s Strategy in China: Alliance or Acquisition?

2

I hope you are enjoying the learning experience as you work your way through theDBA program and that you are finding the seminars both enjoyable andprofessionally beneficial. The institution is committed to delivering quality academicprograms that add value to program candidates. If you have a moment, I would beinterested in receiving feedback on your experience to date. Please drop me a quickemail at: [email protected]. We want to make sure that we are meeting yourexpectations.

Also included are the Professional Assessment Evaluation II instructions and theCase itself – EBay’s Strategy in China: Alliance or Acquisition . As per our Accreditation Outcomes Assessment Policies and the degree requirements of theDBA program, the assessment is required to be completed by each program

candidate enrolled in the DBA program. This case was developed to introduce you tovarious issues in corporate strategy with regards to:

1. Market entry – entering a new / foreign market (eg: China)

2. Market Capture – obtaining and maintaining a company’s competitiveadvantage.

It is designed to:

1. Provide you with an understanding of the advantages and disadvantages ofacquisitions and joint ventures.

2. Examine the factors determining the appropriate choice of strategy for acompany.

3. Assess what percentage of stake that should be given to a local collaborator /partner in the case of a partial acquisition or in a joint venture.

Instructions: What you are required to do is to submit your written analysis of thefollowing EBay Case directly to Dean Peter Horn ([email protected]) with a copyto Assistant Dean, Professor Des Cooney ([email protected]) and the Registrarat: [email protected]. Your analysis should be a minimum of 4000 words, cover allaspects of the firm, be professionally presented, reflect Doctoral level work and be ofpublishable quality. You should provide references of all source materials used and

please feel free to use the feedback you received from the Professional AssessmentEvaluation I submission as a guide as to how this second submission be assessed.

You are asked to consider the following:

1. EBay first entered the Chinese market in 2002 by acquiring a 33% stake in itslocal counterpart, EachNet, followed by a full acquisition a year later in 2003.Critically assess EBay’s choice of a market entry strategy for China,commenting on both the advantages and disadvantages of its acquisitionstrategy.

2. Assess the potential benefits and risks of EBay’s joint venture with Tom

Online.



International School of ManagementDBA Program

Instructions Professional Assessment Evaluation II Case StudyEBay’s Strategy in China: Alliance or Acquisition?

3

3. EBay will have a 49% stake in the new joint venture while Tom Online willhave 51% ownership. Critically assess both companies’ decisions on theirrespective ownership percentages.

You are encouraged to use a wide range of source materials in your analysis inaddition to the information provided in the case. Please include with your submissiona cover sheet similar to the one used for this document.

Credits Earned: While this Case analysis is not graded, 1.50 credits can be earnedtowards your degree if your analysis meets minimum acceptance levels and the Caseanalysis is returned within 60 days from the date of dispatch of the Professional Assessment II email. You will be advised within 30 days after submission if your

submission is eligible for credit towards your degree requirements. If credits aregranted, the credits will appear on your Transcript as Professional AssessmentEvaluation II, “Accepted”, 1.50 credits. If you are not awarded credits towards yourdegree, the “Professional Assessment Evaluation II” will not appear on your transcriptand of course no credits will be granted.

Please note that it is a degree requirement that you complete this case analysisas part of your DBA program. As mentioned above, if you are able to completeit within the deadline and meet minimum assessment levels, you are eligible toearn academic course work credits. But, even if you are not awarded credit forthis case, y ou must complete the case to be able to graduate. Credits not

earned by the Professional Assessments I & II, must be made up w ithadditional coursework.

Good luck with the case study and we hope that you will continue to be an activemember of the ISM community even after graduation.

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