eBay′s pity in Japan.ppt

此次课件的主题是：eBay公司1999年扩张日本市场的失败案 例。分析中主要运用了Hofstede的五维度文化模型理论的相关知识点。 C A S E Reasons of failure Yahoo company is a strong competitor for eBay. Some improper measures of eBay. 1.collecting transaction fees; 2.payment only by credit card; 3.the approach to trade is auction online. America VS Japan America is a country which is free and open, everyone in the country is equal. As a result, It leads to low uncertainty avoidance, low power distance, and short-term orientation. Americans are willing to overspend, using a credit card payment. It is the ultimate account for the financial crisis. On the contrary, Japan is a conservative country who has high uncertainty avoidance, level obviously, and long-term orientation. For instance, tell its own tale, Japanese people are accustomed to speaking by a special syntactical structure which puts object before predicate. In this way, they can have more time to consider if they want to do this thing before the sentence is over. Japanese people are very careful in the daily life. They wouldn’t like to overspend and prefer the payment by cash or bank cards. Every transaction for eBay needs charging poundage, what’s more, both sides shall provide the credit card account, using the real names. However, It does not accord with the Japanese consumption habits, not only increase costs, but also invade their privacy. And yahoo company in this respect is very flexible. It allows both use nickname to trade, and provides the payment except credit card. The extent to which people within a culture are made nervous by situations which they perceive as unstructured, unclear, or unpredictable In strong uncertainty avoidance cultures (eg:Japan): People tend to be rigid and intolerant Strong need for rules, formal communication, planning, regulations, rituals, ceremonies and structured situations. In weak uncertainty avoidance cultures: People are more easygoing value diversity and are able