The story of Alibaba demonstrates a credible example of how a small start-up company can eventually make it big in the global economy through the Internet. This case study does not attempt to present Alibaba as a perfect formula; rather, it discusses the strategies carried out by the firm and, in the process, culls out the important lessons that can guide start-ups and aspiring entrepreneurs in the complex world of online trading. Similar to the interesting and exotic Asian cuisine that continuously evolves from the diversity of Asia-s people and their unique culture and personality, Alibaba has successfully transformed itself over the years, adapting to the changes in and demands of online businessto- business (B2B) commerce.
 Farhoomand, A. and Lai, R. (2010). Alibaba-s Jack Ma: Rise of the
new Chinese entrepreneur. ACRC, The University of Hong Kong.
 Fannin, R. (2008, Jan. 2). How I Did It: Jack Ma, Alibaba.com. The
unlikely rise of China-s hottest internet tycoon. Retrieved from
 Hong Kong Exchanges and Clearing Limited, September 2010.
 Alibaba-s corporate overview, September 2010. Retrieved from
 Alibaba-s corporate website available at http://news.alibaba.com
 Lacy, S. (2010 Sep 24). The unusual mindset of Alibaba's Jack Ma.
Retrieved from http://seekingalpha.com/article/226969-the-unusualmindset-
 Hille, K. (2009 Jan 19). The godfather of small enterprise. Financial
Times (London), as quoted in Farhoomand and Lai (2010).
 Corporate Information (Alibaba). Retrieved from
 Lee, E. (2007, Nov 5). Chronicle. Retrieved from
 Bloomberg Businessweek available at
 Einhorn, B. (2009 April 9). How China's Alibaba is surviving and
thriving. Retrieved from