LEARNING OBJECTIVES By working through this case, students will have the opportunity to do the following: Understand e-commerce growth in China over the last decade. . Understand how big-data technologies disrupt marketing research, and appreciate, in a general sense, the disruptive power of IT. Understand how big data analytics can lead to competitive advantages. . Understand the complex relationships between big data and business, on the one hand, and big-data strategy and business strategy, on the other. . Discuss how to make and execute a business strategy that utilizes a company's strength in IT, especially when the IT is big-data related