This book presents a rich selection of 36 real-world cases on how organizations in China explore the new growth pattern, business model innovation, and digital transformation in digital era. The topic of cases varies from digital marketing and Internet brands, the growth of digital platforms, digital transformation and the industrial Internet of things, strategies for cross-border e-commerce companies, and business model innovation in digital era, etc. These cases stem from a diverse set of industry sectors, reporting on best practices and lessons learned. The book shows how organizations strive to find new ways to develop and create new paths to grow in a digital world and shares essential practical insights into digital economy. All cases are presented in a standardized structure in order to provide valuable insights and essential guidance for practitioners, scholars as well as general readers.

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Professor Jianlin Zhang is the executive dean of Alibaba Business School, Hangzhou Normal University. His main research directions are e-commerce, business intelligence, data mining, and information management technology. He is a member of the Teaching Steering Committee of E-commerce Majors in Higher Education Institutions, Ministry of Education of China; member of Expert Committee of Mobile Commerce, China E-commerce Association; and member of China Cloud Computing and SAAS Service Expert Committee. He is the secretary-general of the Teaching Steering Committee of E-commerce Logistics Majors in Higher Education Institutions in Zhejiang Province; director of the Education Special Committee of the Electronic Commerce Promotion Association, Zhejiang Province; head of Electronic Commerce Key Majors in Zhejiang Province; and the director of the Hangzhou Electronic Commerce Expert Advisory Committee. Dr. Kezhen Ying is an associate professor and associate dean of the Information Institute, Dongfang College, Zhejiang University of Finance and Economics. Her main research area is e-commerce. At present, she is in charge of a number of teaching projects, including the provincial first-class specialty construction of e-commerce, the construction of provincial first-class courses of Web front-end technology, etc. Dr. Kangliang Wang is a professor and doctoral supervisor at the Department of Management Science and Engineering of Renmin Business School, Renmin University of China. His research areas are management information systems and e-commerce, information technology, and decision-making behavior. He was selected into "New Century Excellent Personnel Training Program" of Ministry of Education, China. He has presided over a number of scientific research projects including key project, general project, and youth project of the National Natural Science Foundation, and his research has been published on Management Science, MIS Quarterly, Decision Support Systems, Information & Management, and other academic journals. He is a member of the E-commerce Specialty Teaching Steering Committee of Higher Education Institutions, Ministry of Education, vice-chairman and secretary-general of the Fourth Committee of Chinese Brach of International Information Systems Association(CNAIS), member of the Chinese Society of Systems Engineering, etc. Dr. Zhigang Fan is graduated from School of Management, Zhejiang University, with a Ph.D. in management, who is currently the vice-dean and an associate professor at Alibaba Business School, Hangzhou Normal University. He is also the deputy director secretary of Teaching Steering Committee of E-commerce Majors in Higher Education Institutions, Ministry of Education of China, and the vice-president of Digital Economy Research Institute of Hangzhou Normal University. His research is mainly engaged in fields of government and enterprise strategicinnovation, Internet economics, etc., and he has presided over and participated in nearly ten high-level scientific research projects such as the National Social Science Foundation, the National Natural Science Foundation's major international cooperation projects, the National Natural Science Foundation's Youth Project, and the Humanities and Social Sciences Fund of the Ministry of Education. He has published more than 30 academic papers in worldwide significant journals. Dr. Ziyi Zhao is an assistant professor and master supervisor at the Department of Digital Economy and Management of Alibaba Business School, Hangzhou Normal University. Her research interest is the innovation strategy of latecomer enterprises. She has participated in and presided over a number of scientific research projects and published more than ten academic papers at international journals and conferences. She has developed a series of cases focusing on the growth and transformation strategy of digital platforms and industrial Internet of things, two of which have been awarded Zhejiang Excellent Postgraduate Teaching Cases.