题  目：Fit-revelation Sampling and Advertising: Complementary or Substitutionary?

报告人：陈蓉 University of California at Davis
时  间：12月23日（星期三）上午10:15-11:30
地  点：经管学院335会议室
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报告简介
Buyers are often uncertain about how product fits with their individual preferences. In such situations, firms can provide product samples or free trials that allow customers to reveal their fit before purchase. It is not uncommon to observe  fit-revelation sampling to be jointly offered with different types of advertising. While advertising can alter consumers' tastes and create spurious product differentiation and brand loyalty, sampling allows consumers to experience the product, and thus, bring consumers back to the reality.  This paper studies the profit implication of the interactions between fit-revelation sampling and advertising. In particular, we examine whether these two strategies are complementary or substitutionary. We also characterize conditions under which it is optimal to do sampling alone, advertising alone, or a simultaneous offering of sampling and advertising.

报告人简介
陈蓉（Rachel Chen）教授本科毕业于同济大学计算机科学专业，硕士毕业于复旦大学管理信息系统专业，于2002年获得康奈尔大学运营管理专业博士学位。Rachel Chen博士主要从事运营研究、供应链管理，服务运营和动态定价领域的研究。她目前有多篇论文发表在国际顶级期刊如IIE Transactions, Management Science, Marketing Science, Manufacturing & Service Operations Management, Operations Research Letters, 和Production and Operations Management上。她曾担任Decision Science的副主编, 现为《Decision Science Journal》、《IIE Transactions》、《Production and Operations Management》编委。