Temu: Can You Shop Like a Billionaire Forever?
Loïc Plé
IESEG School of Management, Lille, France
Ghassan Paul Yacoub
EDHEC Business School, Roubaix, France
Volume 19: 2024, pp. 00-00; ABSTRACT
This case focuses on the online retailer Temu. Created in 2022 in the US as a sister
company of the Chinese retailer Pinduoduo, Temu has experienced meteoric international growth,
expanding to 49 countries in about 16 months. The case presents this international development and
explores the multifaceted reasons for its impressive growth. It also investigates the limitations of this
growth, as they may hinder Temu’s further expansion. Instructors in international business, strategy,
supply chain management, or marketing may use this case to discuss the challenges of implementing
a business model that has supported incredibly quick international development but raises questions
concerning its long-term sustainability.
Keywords: international strategy, sustainability, marketing, supply chain, e-commerce.
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