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Adoption of e-commerce by the agri-food sector in China: the case of Minyu e-commerce company

Yang, Xiaoshan ; Chen, Xiaowei ; Jiang, Yan ; Jia, Fu

International Food and Agribusiness Management Review, 2020-01, Vol.23 (1), p.157-171 [Peer Reviewed Journal]

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  • Title:
    Adoption of e-commerce by the agri-food sector in China: the case of Minyu e-commerce company
  • Author: Yang, Xiaoshan ; Chen, Xiaowei ; Jiang, Yan ; Jia, Fu
  • Subjects: CASE STUDY ; Research and Development/Tech Change/Emerging Technologies ; food sector ; Agribusiness ; agricultural ; China ; e-commerce ; business model ; teaching case
  • Is Part Of: International Food and Agribusiness Management Review, 2020-01, Vol.23 (1), p.157-171
  • Description: In recent years, increasing numbers of smallholders in developing countries such as China have begun to sell agricultural products directly to consumers via online shops using a third-party trade platform. It is increasingly clear that e-commerce has become a new and effective way to help smallholders gain access to the market. The investigation of agricultural e-commerce practices has a significant role in helping to understand the development of the agri-food sector in China. This teaching case provides an example of adopting e-commerce in the interaction and trading activities between participants in the food sector through a typical agricultural products e-commerce company in China, Minyu E-commerce. Particularly, the case analyzes the business model evolution through the ecosystem life cycle at the company. This case can be used to teach graduate/postgraduate students in agricultural business, MBA and executive programmes about the agri-food e-commerce business model.
  • Publisher: Wageningen Academic Publishers
  • Language: English
  • Identifier: ISSN: 1559-2448
    EISSN: 1559-2448
    DOI: 10.22434/IFAMR2019.0049
  • Source: Wageningen Academic Publishers Open Access
    AgEcon

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