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



http://eprints.mdx.ac.uk/29782/
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Region: 
DOI: 
10.22434/IFAMR2019.0049
ISSN: 
1559-2448
Type: 
journal article
Journal: 
International Food and Agribusiness Management Review
Pages: 
157-171
Volume: 
23
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.

Publication year: 
2020
Keywords: 
agricultural
food sector
e-commerce
China
business model
teaching case
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