喻园管理论坛 2018年第72期(总第416期)

演讲主题:

1）Donor Product-Subsidies to Increase Consumption: Implications of Consumer Awareness and Profit-Maximizing Intermediaries

2）发表国际期刊学术论文的经验与体会

主 讲 人: Wenqiang Xiao（肖文强）副教授，纽约大学

主 持 人: 杨超教授，信息管理系

活动时间: 2018年7月2日（周一）上午9:30-11:00

活动地点: 管理学院119室

摘要：Increasingly, donors that subsidize socially-desirable products in the developing world are shifting from distributing through non-commercial to commercial channels, ceding control of the product price to for-profit intermediaries. This paper advises a donor as to how the donor's loss of price control and the level of consumer awareness–defined as the fraction of the consumer population that is informed of the product's benefits–influence the donor's optimal subsidy and utility: First, in shifting to the commercial channel, the donor should increase (decrease) the subsidy when consumer awareness is low (high). Second, with the commercial channel, the donor should be prepared to increase the subsidy as awareness increases, which is contrary to her actions with a non-commercial channel. Third, contrary to the lesson obtained with non-commercial distribution, with commercial distribution the donor can be hurt by increased awareness. This occurs when awareness is moderate, and the implication is that then the donor should be wary of encouraging entities (e.g., governments, non-governmental organizations) to institute campaigns that increase the awareness of the product's benefits. The intermediary's decision of whether to target either only informed consumers or the broad market drives our results. (Joint work with Terry Taylor, UC Berkeley.)

主讲人简介: 肖文强教授是美国纽约大学Stern商学院副教授（Tenured Associate Professor），也是我校信息管理系的国际方系主任。他的研究方向包括电子商务定价、供应链管理、信息不对称下机制设计等方面，是国际顶尖期刊Management Science的Associate Editor， Production and Operations Management的 Senior Editor，同时也是国际顶尖期刊Management Science、M&SOM、Operations Research和 Production and Operations Management等的审稿人。近年来，肖教授已在管理领域顶尖期刊Management Science、M&SOM、Operations Research和 Production and Operations Management等发表多篇学术论文，多次获得Management Science （2013, 2011, 2010）和MSOM（2013, 2006）的“Meritorious service award”等，在相关研究领域有较大的社会影响力。