TikTok’s Rise to Global Markets
商品編號：9B19M136
出版日期：2019/11/21
再版日期：2019/11/20
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：Platform;Gobal Network effects
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：Indonesia; Japan; United States; China
產業：Information; Media & Telecommunications;
事件年度：2018
TikTok was a short-video sharing app based in China. On November 9, 2017, TikTok’s parent company, the Chinese tech company Beijing ByteDance Technology Co. (ByteDance), announced a strategic acquisition of Musical.ly, a popular short-video sharing app based in the United States. With more than 100 million users and similar features to TikTok, Musical.ly was a powerful competitor for TikTok’s international expansion into the North American markets. For ByteDance and TikTok, the closing of the Musical.ly acquisition in August 2018 was not the end goal, as it would create another new challenge. Would it be better to keep Musical.ly as a separate platform, as Musical.ly had achieved a good reputation and millions of users in the United States? Or should Musical.ly be replaced to create a global app under the TikTok brand, which was relatively new to the US market?
教學手冊：8B19M136;
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