Growing a global forest: Ant Financial, Alipay, and the Ant Forest

• Main Authors: MERRILL, Ryan, CHANG, Hannah H., LIANG, Hao, LAN, Yang
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Corporate social responsibility; Game theory; Competitive strategy; Consumer behaviour; Customer retention; Fund raising; Finance and Financial Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/262; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0019%20%5BAnt%20Forest%5D/SMU-19-0019%20%5BAnt%20Forest%5D.pdf
• Institution: Singapore Management University

The case is set in January 2019, when Di Xu, the team leader of Ant Forest, a green initiative within the Chinese payment and lifestyle app Alipay, is reviewing the strategy for Ant Forest. Ant Forest was started in 2016 as a corporate social responsibility (CSR) project under Alipay. It was financi...