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美国圣地亚哥澳门金沙娱乐网址史瑞霞博士讲座

作者:研究生科  来源:研究生   /  更新日期: 2018-06-25  点击量:217


题目:Impacts of Retailer Power on Store Brand Introduction When Consumers Are Biased Against Store Brand: The Implications for Public Policy

主讲人:史瑞霞 副教授

主持人:慕银平 教 授

时间:2018年6月26日(星期二)14:30—16:00

地点:经管楼C330


Abstract: In this paper, we examine the implications of channel power shift on store brand introduction decisions. Our analysis shows that, contrary to our intuition, the store brand becomes less appealing to the retailer as power shifts from a manufacturer to a retailer. As the retailer becomes more powerful vis-a-vis the manufacturer, the quality threshold for the store brand to be introduced becomes higher. Further, as more channel power shifts from the manufacturer to the retailer, the store brand market share and the value of store brand to the retailer decrease. The results of our empirical analysis, based on a six-year panel data from 31 product categories sold by 107 retailers, are consistent with the key predictions from our analytical model.

Our results offers a new explanation for the differences in retailers' store brand strategies and shifts in these strategies over time. Our results also add to the discussion of antitrust regulations regarding retail merges by presenting a new adverse effect of retail concentration.

报告人简介:

史瑞霞博士2009年毕业于德克萨斯澳门金沙娱乐网址达拉斯分校,现为圣地亚哥澳门金沙娱乐网址运营管理副教授。史博士已发表国际期刊和国际会议论文16篇,均为SCISSCI检索。其中包括5UT Dallas 24顶级期刊 (POM)2篇控制类顶级期刊 (SIAMAutomatica)。史博士是POM杂志的编委会成员(2011至今),担任过POM 20112018)年会的track chairINFORMS 20072015)年会的invited session chair。史博士曾就职于飞利浦, 万特等跨国公司,具有丰富的供应链管理实际经验。

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经济与管理澳门金沙网址

2018. 06. 25


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