报告题目: Managing Consumer Deliberations in a Decentralized Distribution Channel
报告人: 李彦志 教授
时间：6月24日10:40-12:10  
地点：行政楼128会议室

报告人简介：李彦志，香港城市大学管理科学系副教授。他先后在清华大学和香港科技大学获得工学学士学位和管理学博士学位。李彦志教授的研究领域包括绿色供应链管理、易腐蚀货物库存管理及供应链金融等方向。他有多篇期刊发表在Marketing Science、Production and Operations Management、Manufacturing & Service Operations Management (M&SOM)等世界顶级管理科学类期刊上。

摘要: Consumers have to incur deliberation costs in learning about their valuations for a new product. In a decentralized channel, the retailer directly influences consumers’ deliberation efforts and their subsequent purchase decisions through the retail price, but the manufacturer can also affect consumer deliberations indirectly through the retailer’s response to the wholesale price. Our analysis shows that, first, a large enough deliberation cost can enhance the manufacturer’s ability to achieve channel coordination through the wholesale price. Second, the channel members have misaligned incentives to empower consumers and reduce their deliberation cost. In the equilibrium the retailer, not the manufacturer, will empower consumers and reduce the deliberation cost to an intermediate value. Finally, the consumer deliberation cost can lead the manufacturer to offer a socially suboptimal product quality. These nontrivial effects of the deliberation cost underscore the importance of considering consumer deliberations in channel management. This is a joint work with LI Xi and SHI Mengzi at University of Toronto.