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

Yang, Xiaoshan, Chen, Xiaowei, Jiang, Yan ORCID logoORCID: and Jia, Fu (2020) Adoption of e-commerce by the agri-food sector in China: the case of Minyu e-commerce company. International Food and Agribusiness Management Review, 23 (1) . pp. 157-171. ISSN 1559-2448 [Article] (doi:10.22434/IFAMR2019.0049)

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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.

Item Type: Article
Keywords (uncontrolled): agricultural, food sector, e-commerce, China, business model, teaching case
Research Areas: A. > Business School
Item ID: 29782
Notes on copyright: This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY-NC-SA) license.
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Depositing User: Yan Jiang
Date Deposited: 28 Apr 2020 13:17
Last Modified: 24 Oct 2022 11:21

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