题目：Operational roles of retail bundling and its implications in a supply chain

主讲人：曹庆宁 副教授 博士
时间：2017年11月5日（周日）上午10点
地点：主楼422室

摘要：We study the impacts of bundling on a supply chain where a retailer orders a primary product from a manufacturer before demand uncertainty materializes, and can retail it in a bundle with a secondary product after demand uncertainty materializes. Our findings reveal three effects of bundling. First, bundling can help a retailer mitigate the adverse consequences of demand uncertainty in the primary product and price-discriminate customers of the secondary product. Second, bundling can lower a retailer's wholesale-price elasticity and partitions a retailer's ordering decision into no-bundling and bundling regions, between which there is a drop in a retailer's optimal order quantity. Third, unexpectedly, it is optimal for a manufacturer to decrease the wholesale price when a retailer bundles. Based on these three effects, our analyses show that, although bundling has been a concern to some major manufacturers, the manufacturer always benefits from bundling, while retailer profit may decrease from bundling.
 
简介：曹庆宁，中国科学技术大学副教授。于美国University of Texas at Dallas取得管理学博士学位，在加入中国科学技术大学之前曾于美国Vanderbilt University从事科研和教学工作。曹博士主要采用定量方法研究企业供应链管理，市场营销创新及渠道管理，以及零售业管理策略和创新。其研究成果被Production and Operations Management 和Journal of Retailing 等国际权威期刊收录。曹博士曾多次受邀为POM、INFORMS主持分会和做报告，并多次担任M&SOM，POM等国际知名期刊的特约审稿人。