Teresa Meares | Page 5 | NAWBO

Teresa Meares

Online auction site eBay is one of the world’s best-known firms, boasting 167 million active buyers and more than $2 billion in annual revenue. Yet when it first tried to launch in China, it failed within just two years. The difficulty of competing with local rivals forced eBay to shut down its main website in the country. Later, it formed a successful joint venture with a local partner to help operate an online auction business in the country. The lesson learned was this: Just because you have a strong U.S. brand doesn’t automatically translate to success in another country.


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