A dual-case analysis of the IP governance system in e-commerce: Amazon and Alibaba

Considering the importance of intellectual property (IP) rights in e-commerce, infringement of which is increasing the counterfeiting goods, affecting consumer's confidence and goodwill of e-commerce, the purpose of this study is to examine the functionality of the IP governance system developed by e-commerce companies. The study makes an in-depth analysis of the IP governance system of the two major e-commerce companies, Amazon.com and Alibaba.com, to comprehend the approach of these e-commerce companies toward ensuring IP protection and protecting consumer's rights. In doing this, the study has taken qualitative dual-case study research design which offers valuable insights about the effectiveness, practice, and applications of IP governance system in e-commerce. Moreover, the dual-case study approach contributes to develop a nomological framework. The study confirms that there is lack of harmonization in IP governance system and standard of IP protection which is essential for the sustainable development of e-commerce and for protecting consumer rights. The significance of this study is the proposed recommendation for the regulatory body of the e-commerce industry which serves as an institution, governing the business practice involved in e-commerce to consider in reforming the IP governance system of the e-commerce industry.