Project Management Institute

Test Kitchen

Alibaba's Data-Driven Product Development Hub is Putting Customers First

Chinese e-commerce giant Alibaba has access to vast amounts of consumer data: what people are watching and buying, what they're searching for— and what they can't find. Until last year, that void included a chili-infused Snickers bar. No longer. Alibaba's digital retail site Tmall is partnering with consumer brands such as Mars, Sony, Mattel and Anheuser-Busch InBev through its market-research arm, Tmall Innovation Center (TMIC), to pursue data-driven product development projects.
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