2 The article is replete with detail on about Alibaba’s value proposition to customers but what clues does it offer about the firm’s value proposition to employees and how its jobs are designed? As this article by Alibaba’s Ming Zeng indicates, Chinese online retail giants like Alibaba and Taobao are leading the way globally in the application of big data, machine learning and artificial intelligence to e-commerce.

Zeng, M. (2018), ‘Alibaba and the future of business’, Harvard Business Review, September–October, https://hbr.org/2018/09/alibaba-and-the-future-of-business