深圳大学管理学院20周年院庆系列学术讲座(第38期)暨深圳大学管理科学前沿论坛(第48期)

来源: 发布时间:2017-10-11 13:54:46 浏览量:
讲座题目: Operational roles of retail bundling and its implications in a supply chain
主讲人:曹庆宁 副教授 (中国科学技术大学管理学院)                           
时间: 2017年10月13日(周五)10:00am-12:00pm             
地点: 文科楼1400会议室
主持人:马利军 教授 管理科学系副主任

内容简介                                                 
    We study the impacts of bundling on a supply chain where a retailer orders a primary product from a manufacturer before demand uncertainty materializes, and can retail it in a bundle with a secondary product after demand uncertainty materializes. Our findings reveal three effects of bundling. First, bundling can help a retailer mitigate the adverse consequences of demand uncertainty in the primary product and price-discriminate customers of the secondary product. Second, bundling can lower a retailer's wholesale-price elasticity and partitions a retailer's ordering decision into no-bundling and bundling regions, between which there is a drop in a retailer's optimal order quantity. Third, unexpectedly, it is optimal for a manufacturer to decrease the wholesale price when a retailer bundles. Based on these three effects, our analyses show that, although bundling has been a concern to some major manufacturers, the manufacturer always benefits from bundling, while retailer profit may decrease from bundling.
 
主讲人简介 
    曹庆宁,中国科学技术大学副教授。于美国University of Texas at Dallas取得管理学博士学位,在加入中国科学技术大学之前曾于美国Vanderbilt University从事科研和教学工作。曹博士主要采用定量方法研究企业供应链管理,市场营销创新及渠道管理,以及零售业管理策略和创新。其研究成果被Production and Operations Management 和Journal of Retailing 等国际权威期刊收录。曹博士曾多次受邀为POM、INFORMS主持分会和做报告,并多次担任M&SOM,POM等国际知名期刊的特约审稿人。
 
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深圳大学 管理学院
管理科学系
2017年10月8日
 
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