报告人：Krista J. Li副教授  印第安纳大学凯利商学院

时间： 2022年 11月17日(周四)上午 9:00-11:00

腾讯会议： 538 231 248

内容简介：

Manufacturers of consumer packaged goods invest heavily in trade promotions (i.e., temporary wholesale price discounts), but retailer stockpiling often yields trade promotions unprofitable. In this paper, we investigate how a manufacturer should respond to the retailer's and consumers' stockpiling ability by contracting with the retailer. Specifically, we examine when the manufacturer should restrict the retailer's stockpiling ability and when it should issue trade promotions. Our analysis suggests that: First, the manufacturer should restrict the retailer's stockpiling ability when the storage cost is low. Such restriction also benefits the retailer, resulting in a win-win outcome. Second, the manufacturer should offer trade promotions when the retailer cannot stockpile products and the storage cost is low but raise the wholesale price when the retailer can stockpile products. Third, stockpiling improves channel coordination and increases the manufacturer's profit. Therefore, the manufacturer should design products to be more storable.

个人简介：

Krista J. Li is an Associate Professor of Marketing and Weimer Faculty Fellow at the Kelley School of Business at Indiana University. She applies game-theoretic and empirical models to examine how marketers improve product, pricing, and channel decisions by leveraging consumers' data (e.g., purchase histories, profiles) and behavioral biases (e.g., fairness concerns, self-control problems, status preferences, and loss aversion). Her research has appeared in  Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, Strategic Management Journal, International Journal of Research in Marketing , and  Decision Sciences . She serves as an Associate Editor at  Marketing Science , and she also serves on the Editorial Review Board of the  Journal of Marketing Research and  Decision Sciences. Krista was selected as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.”

（承办：管理科学与物流系、科研与学术交流中心）