題目：Operational roles of retail bundling and its implications in a supply chain
主講人：曹慶寧 副教授 博士
時(shí)間：2017年11月5日（周日）上午10點(diǎn)
地點(diǎn)：主樓422室
摘要：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.
簡(jiǎn)介：曹慶寧，中國(guó)科學(xué)技術(shù)大學(xué)副教授。于美國(guó)University of Texas at Dallas取得管理學(xué)博士學(xué)位，在加入中國(guó)科學(xué)技術(shù)大學(xué)之前曾于美國(guó)Vanderbilt University從事科研和教學(xué)工作。曹博士主要采用定量方法研究企業(yè)供應(yīng)鏈管理，市場(chǎng)營(yíng)銷創(chuàng)新及渠道管理，以及零售業(yè)管理策略和創(chuàng)新。其研究成果被Production and Operations Management 和Journal of Retailing 等國(guó)際權(quán)威期刊收錄。曹博士曾多次受邀為POM、INFORMS主持分會(huì)和做報(bào)告，并多次擔(dān)任M&SOM，POM等國(guó)際知名期刊的特約審稿人。
