标题：Reimagining Design IP Regime: Insights from Alibaba’s Original Design Protection Program
简介：
We document a novel intellectual property (IP) protection system—the Original Design Protection Program (ODPP) developed by Alibaba, a world leading e-commerce platform. Going beyond merely adopting digital technologies to assist with issuing digital certificates to originally designed products, ODPP has two distinct features. First, it consolidates digital certificates granting and enforcing within a single office; second, each digital certificate is explicitly tied to one new product sold on Alibaba. Analyzing over 36,000 new products granted with digital certificates and comparable ones with an instrumented difference-in-differences approach, our results show that ODPP certified new products experience a monthly sales increase by at least 2,000 RMB (≈300 USD), even after controlling for selection effects. Surprisingly, radically novel products benefit little from ODPP, likely due to the lack of complementary assets such as brand recognition and marketing capabilities. This sales boosting effect is minimally associated with the often-assumed exclusion effect associated with strong IP protection. Post-hoc interviews largely support these findings and enrich our understanding. By providing first empirical evidence on the value of design IP in digital marketplaces, our study contributes to the literature on design innovation, IP protection and platform governance.
主讲人简介：郑言枫，现任香港科技大学管理学系终身副教授。他于2006年获得威斯康星大学麦迪逊分校博士学位，主修管理学，辅修经济学。他的研究主要集中在战略管理与创业的交汇领域，研究成果发表在多个顶级管理和创业期刊上，包括《Academy of Management Journal》、《Strategic Management Journal》、《Journal of Business Venturing》、《Research Policy》、《Strategic Entrepreneurship Journal》等。自2013年起，他还担任《Academy of Management Journal》的编委会成员，该期刊是管理学界最具影响力的学术期刊之一。