喻园管理论坛2024年第71期(总第1003期)

演讲主题: Strategic product-fit revelation in the presence of network effects

主  讲  人:Guo Xiaomeng郭晓朦，香港理工大学副教授

主  持  人:关旭供应链管理与系统工程系主任、教授

活动时间: 2024年7月3日（周三）下午15：00-17:00

活动地点:管院大楼107室

主讲人简介：

Dr. Xiaomeng Guo is an Associate Professor at Department of Logistics and Maritime Studies, Hong Kong Polytechnic University. She received her bachelor’s degree in Mathematics and Physics from Tsinghua University, and her Ph.D. degree in Operations Management from Washington University in St. Louis. Her research interests include operations-marketing interface, behavioral operations management, supply chain management, and game theory applications. Her research work has been published in Management Science, Journal of Marketing Research, Manufacturing & Service Operations Management, and Production and Operations Management, etc.

活动简介：

In practice, a consumer's perceived value of a product is often affected by two factors: personal fit with the product and the total number of consumers purchasing and using it. The latter factor can be explained by the well-documented network effects. In many situations, consumers may experience uncertainty about their personal fit with a product. Some firms choose to invest in marketing activities, such as offering free samples/trials and implementing virtual/physical showrooms, to help consumers learn their fit with the product; others may choose not to do so. What is the firm’s optimal fit-revelation strategy when selling to consumers with fit uncertainty in the presence of network effects? To answer this question, we develop a game-theoretic model, in which a monopoly firm sells a product to consumers who face fit uncertainty prior to purchase and the firm can decide whether to facilitate fit revelation to resolve their uncertainty.