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讲座:The Blessing of Bounded Rationality in Distribution ...

来源:上海交通大学安泰经济与管理学院 | 2019-05-17 | 发布:经管之家

题 目:The Blessing of Bounded Rationality in Distribution Channels

嘉宾:Tony Haitao Cui, Holden-Werlich Endowed Professorship in Marketing, Professor of Marketing, Carlson School of Management, University of Minnesota

主持人:王良燕,上海交通大学市场营销系系主任

时间:2019年 6月 6 日(周四)15:00—16:30

地点:上海交通大学 徐汇校区安泰A407室

内容摘要:

The extensive adoption of cost plus pricing by retailers in distribution channels is a puzzling phenomenon, considering the fact that retailers can improve their profits by best-responding to wholesale prices announced by their suppliers/manufacturers.

In contrast to a dyadic channel with full rationality, where the best response pricing is optimal for the retailer and a deadweight loss is incurred, we find that a simple cost-plus pricing can be a blessing if the retailer is boundedly rational. More interestingly, we characterize the conditions under which all channel members, including the retailer itself, can benefit from the cost-plus pricing. Such a result is robust when either firm is the Stackelberg leader in the channel. Thus, firms bounded rationality provides a natural mechanism for the retailer to commit to cost-plus pricing decisions that benefit firms and the channel.


嘉宾简介:

Dr. Tony Haitao Cui is the Deputy Associate Dean of Global DBA, Holden-Werlich Professor of Marketing at the Carlson School of Management, University of Minnesota, Affiliated Professor at the Industrial Engineering Department of U of Minnesota, and the Chang Jiang Chaired Professor by the Ministry of Education of China. He is also the Vice President of POMS College of Behavioral Operations and the Vice President of Behavioral Operations Research and Management Chapter of Operations Research Society of China. Cui is also the faculty member of the Social Media and Business Analytics Collaborative of U of Minnesota, and the faculty member of the Initiative on the Sharing Economy of U of Minnesota. Cui serves as Department Editor at Service Science, Senior Editor at Production and Operations Management, Guest Associate Editor at Management Science, and serves on the editorial board of Marketing Science, Journal of Marketing Research, Journal of Operations Management, and Journal of Marketing Science.

His research interest lies in Behavioral Modeling, Behavioral and Experimental Economics, Brand Management, Competitive Strategies, Distribution Channels, Interfaces between Behavioral Science and Big Data, Pricing, and Marketing-Operations Interfaces. In recent years, he has been devoted to applying behavioral and experimental economics to business decision making. Cui is among the cohort of pioneers in this emerging academic area and is still contributing in a non-trivial way to the further development of this emerging academic field. His research has been published on top tier business journals including Journal of Marketing Research, Journal of the Academy of Marketing Science, Management Science, Marketing Science, and Strategic Management Journal. Cui has been named the Marketing Science Institute Young Scholars in 2011 (awarded once every two years to scholars mostly likely to be "potential leaders of the next generation of Marketing academics"), 3M Non-Tenure Faculty Award from 2007 to 2010, Management Science Meritorious or Distinguished Service Awards from 2009 until 2018, Marketing Science Service Award in 2013 and 2014, and was selected as an AMA-Sheth Doctoral Consortium Fellow in 2004. He was named the Marketing Science Institute Inaugural MSI Scholars in 2018 (the award recognizes “individuals’ excellence in scholarship and top scholars who are setting the research agenda in their field”), selected by Carlson CHEMBA EMBA students as the "Popular Professor of The Year" in 2017, 2018 and 2019, and was awarded the "Carlson Outstanding Research Award" in 2017.

Dr. Cui received a B.Eng. in Industrial Engineering, a B.Eng. in Fluid Machinery and Fluid Engineering, and an IMBA, all from Tsinghua University. He also received an M.A. in Operations and Information Management and a Ph.D. in Managerial Science & Applied Economics, both from the Wharton School, University of Pennsylvania.


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