喻园管理论坛2019年第65期(总第516期)

演讲主题: Blockchain Adoption for Combating Deceptive Counterfeits

主 讲 人: Dr.Hubert Pun，Ivey Business School (Western University)

主 持 人: 关旭教授，生产运作与物流管理系

活动时间: 2019年5月28日（周二）上午10:00-11:30

活动地点: 管理学院203教室

主讲人简介: 

Dr. Hubert Pun is a professor and the Ph.D. program coordinator of the Management Science area group at the Ivey Business School (Western University). He grew up in Hong Kong. After earning his undergraduate degree and working in Vancouver for a few years, he became part of an expansion team of a Venezuelan start-up company that grew the business to Central/North America (e.g., Colombia, Mexico, Panama, and USA) during 2002-2005. He graduated from the Kelley School of Business (Indiana University) in 2010, where he completed his PhD in Operations Management and Decision Sciences. He joined the Ivey Business School in 2010 and has taught in the undergraduate, MBA and Ph.D. programs. In the last couple of years, he was awarded with Ivey Dean’s Teaching Commendation Letters (top 10% Ivey faculty) and the University Students’ Council Teaching Honor Roll. His research interests include, marketing/operations interface, co-operative supply chain management, and healthcare operations management. He has published in Manufacturing & Service Operations Management, Production and Operations Management, Decision Sciences, etc. Currently, he is serving as an associate editor at International Journal of Production Research.

内容简介：

In this paper, we study combating deceptive counterfeiting using blockchain technology. When a product is tagged with a non-duplicable unique identifier customers know whether a product is authentic or fake. However, customers have privacy concerns while using blockchain. We consider a market with a manufacturer and a deceptive counterfeiter. The manufacturer can either use blockchain or signal through pricing to validate product authenticity. The government can incentivize blockchain adoption by providing subsidy to the manufacturer while optimizing social welfare. We find that without government subsidy, blockchain should be used only when the counterfeit quality is intermediate or when customers have intermediate distrust about products in the market. When customers have serious distrust about products, differential pricing strategy is more effective than blockchain. With subsidy, however, we show that differential pricing strategy should never be used. Blockchain can be more effective than differential pricing strategy in eliminating post-purchase regret, and our result advocates that government should participate in the manufacturer’s blockchain adoption decision because this benefits customers and society.