喻园管理论坛2023年第33期(总第856期)
演讲主题: Donation and Pricing Decisions for a Socially Responsible Firm with Prosocial Customers
主 讲 人: 肖勇波，清华大学经济管理学院教授
主 持 人: 王海军，管理学院副院长、生产运作与物流管理系教授
活动时间: 2023年4月25日（周二）14:30-16:00
活动地点: 管理大楼203教室
主讲人简介：
肖勇波，清华大学经济管理学院管理科学与工程系长聘正教授。2000年获清华大学管理信息系统学士学位，2006年获清华大学管理科学与工程硕士和博士学位，2006~2008清华大学经济管理学院应用经济学博士后。担任国际学术期刊《Naval Research Logistics》的Associate Editor和《Journal of Systems Science and Systems Engineering》的Managing Editor；担任《中国管理科学》、《系统管理学报》等国内期刊的编委。是国家级高层次人才、中国管理学青年奖（2014）、北京市科学技术三等奖（2006）的获得者。研究论文入选2021年度F5000中国精品科技期刊顶尖学术论文，撰写的建言献策报告被北京市政协、新华社采纳。主要研究领域包括收益与定价管理、运营与供应链管理等，主持了多项国家自然科学基金项目（包括青年、面上、重点项目、重大项目等），学术论文发表在Operations Research、Production and Operations Management、IIE Transactions、Decision Sciences、Naval Research Logistics等国际学术期刊以及《系统工程理论与实践》、《中国管理科学》、《管理科学学报》等国内学术刊物上。
活动简介：
The widespread promotion of ESG (environment, social, and governance) has made it more common for businesses to take social responsibilities into account while making daily decisions. Due to the growing demand for ESG, businesses are being forced to choose between traditional goals (such as revenue and profit) and ESG goals like environmental impact, consumer and social welfare, and overall prosperity. In this paper, we take into account a business that concerns both profit and the wellbeing of its customers. The company specifically aims to maximize a mixed objective, or a weighted sum of its profit and consumer surplus.
Motivated by well-documented practices, we consider the firm's donation as a mean to boost consumer surplus. In return, the size of the donation may affect the desire of socially conscious customers to make a purchase. We examine the company's ideal joint judgments about selling price and donation amount in the case where the firm prioritizes donations to high-value and empty-handed customers in order to increase total consumer surplus efficiently. The optimal decisions are contrasted with the benchmark model in which no donation is made by the firm.
In addition, we examine three model extensions, in which the firm can only donate at random to empty-handed customers, the firm has an exogenous level of production capacity, and the firm's objective function includes the so-called “warm glow effect” respectively. Our study uncovers some intriguing managerial insights for socially responsible firms in balancing their profits and customer welfare in the presence of prosocial customers.
