As the leading e-commerce platform in Hong Kong, Hong Kong TV Shopping Network Company Limited (HKTVmall) faced an important challenge in early 2020. The COVID-19 pandemic had severely disrupted the global supply chain for personal protective equipment (PPE), and prices for masks and other products on its website had skyrocketed. While management had little knowledge or experience in sourcing or producing such products, they wondered whether they had a responsibility to act on this matter. Despite its meteoric growth, the company had yet to turn a profit, so the executives were unsure as to whether they should let the invisible hand of the market restore the equilibrium between supply and demand or take an extra step to guarantee a stable supply of PPE. If the platform intervened, was contracting with new local suppliers the right way to go, or should HKTVmall itself start producing PPE?
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