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Temu: Can You Shop Like a Billionaire Forever?
Loïc Plé
IESEG School of Management, Univ. Lille, CNRS, UMR 9221 - LEM- Lille Economie Management, F-59000 Lille, France
Ghassan Paul Yacoub
EDHEC Business School, Roubaix, France
Volume 19: 2024, pp. 327-342; 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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