喻园管理论坛2021年第101期(总第758期)

演讲主题: When and How Should Retailers Manage Click-and-Mortar?

主 讲 人: 姜   力，香港理工大学教授

主 持 人: 邓世名，管理学院生产运作与物流管理系教授

活动时间: 2021年12月16日（周四）8:00-9:30

活动地点: 腾讯会议，会议ID: 440 111 227

主讲人简介：

Professor Li Jiang obtained PhD in Operations and Management Science from the Ross School of Business in the University of Michigan. He joined the Department of Logistics and Maritime Studies in the Hong Kong Polytechnic University in 2007 and is now a Full Professor. Under National Scholars Program, he holds a part-time appointment as a Chair Professor in the School of Management of Xi’an Jiaotong University. His research interests include data-driven operations, information sharing, credence goods market analysis, behavioural operation, and sharing economy platforms. He has published in Management Science, Manufacturing & Service Operations Management, Production and Operations Management, and Naval Research Logistics, and he serves on the editorial boards for these journals.

活动简介：

We investigate the optimal retailing strategy along with practical means of integrating online channel and stores to promote and sell products. In a setting where a retailer orders from a manufacturer and sells to an uncertain market, the retailer can adhere to brick-and-mortar (BM) by operating a store or adapt to click-and-mortar (CM) by operating, additionally, an online channel. A CM retailer can either reveal or hide product features for online review, and offer the preorder option at a possible discount before official product launch. We characterize system performances when the retailer adopts various strategies to unveil the strategic interplay of revealing horizontal features and offering a preorder option to a CM retailer, and explore the optimal retailing strategy through a comparative investigation.