The proliferation of copycats poses a severe threat to brand manufacturers in the e-commerce era. Product innovation is a key strategy for brand manufacturers to enhance their market competitiveness and effectively combat copycats, which also may be beneficial or harmful to the environment. Yet,...

Generally, a critical issue regarding the online platform is that customers can’t fully perceive the product quality at purchase. Especially when the brand manufacturer only authorizes a third-party reseller to sell through the platform, which may provide an opportunity for counterfeiters. To...