Investigating Innovative E-Commerce Practices During COVID-19 Movement Control Order: Lessons from 4 Examples

Lee, Chien-Sing; Daniel Wong, K.

The Movement Control Order (MCO) encourages mandatory stay-at-home and has resulted in much socio-economic-technical repercussions. As such, this study aims to identify lessons from innovative examples to quicken recovery for the tourism industry in Malaysia. We investigate two examples of global innovation and two examples of local innovation with regards to organizational/process/product (including innovative privacy and security protection) and marketing innovation during the COVID-19 MCO in Malaysia. Findings highlight the need for organizational innovation, (including careful privacy and security protection), followed by business model transformation through shifts in centrality in design, mediated by product/process/marketing innovation. A human-centred, crowd-sourcing (social-collaborative computing) use case is presented as an example. Another key contribution is confirmation of a Restorative Innovation framework’s components and its adaptation post-COVID-19.