Business models dominate companies’ ability to create value in the market. Globalization, technological advancement, and changes in customer expectations have transformed industry structures and dynamics. This requires companies to review existing business models and create new ones to strengthen their niches in highly competitive landscapes. This paper explores the case of Alitrip, a major player in China's online travel industry. Based on publicly available data, this paper examines how the development of an innovative business model had helped the online travel platform capture new opportunities by filling the industry’s service gaps. The analysis shows that the game-changing business model of Alitrip weaves together resource-driven, synergy-building, customer-oriented, vision-led, and cross-industry innovation. This integrated, innovative approach enables Alitrip to offer unique services for unmet demands along the value chain, while making competitor imitation difficult, if not impossible.
Alibaba, business model innovation, case study, e-commerce.
The authors are with Centennial College, 3 Wah Lam Path, Pokfulam, Hong Kong (e-mail: firstname.lastname@example.org, email@example.com, firstname.lastname@example.org).
Amy C. Y. Yip, Minyi Huang, and Pui-Sze Chow, "
Benefiting from Business Model Innovation: The Case of Alibaba’s Alitrip," Journal of Economics, Business and Management vol. 4, no. 10, pp.