Ivey Publishing
Ctrip: Transforming Travel and Tourism
Product Number:
9B18M155
Publication Date:
11/23/2018
Revised Date:
12/10/2018
Length:
12 pages (6 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
As a pioneer and leading competitor among China’s online travel-service providers, Ctrip.com International, Ltd. (Ctrip) had successfully integrated technology into China’s rapidly growing travel industry by 2017. The company’s platform provided a comprehensive set of travel services including hotel reservations, flight and train ticketing, vacation packages, business-travel management, and dining reservations. Praised in the industry as the exemplary combination of traditional tourism and e-commerce, Ctrip had experienced significant success. However, the company still had to adapt to an ever-changing and increasingly complex internal and external business environment. How would the company evolve its business model to sustainably compete in the global online travel market?
Learning Objective:
This case is suitable for use in a undergraduate or graduate level course on entrepreneurship or platform business. After completion of this case, students will be able to
  • understand how online platforms act as a disruptive innovation in the global travel and hospitality industry;
  • explore the changing Chinese consumer market and the rise of the online tourism industry in China;
  • analyze the marker leader’s business strategies and key success factors during its early stages; and
  • brainstorm on the opportunities, challenges, and competitive strategies available in a changing market landscape.
    Issues:
    Disciplines:
    General Management/Strategy,  Entrepreneurship,  International
    Industries:
    Information, Media & Telecommunications
    Setting:
    China, Large, 2017
    Intended Audience:
    Undergraduate/MBA
    Price:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
    Associated Materials
    Translations: Simplified Chinese (12 pages)
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