【报告题目】Managing a Supply Chain under the Impact of Quality-Dependent Customer Reviews
【报 告 时 间】2018年7月6日（星期五）19:00- 21:00
【报 告 地 点】北区教36栋运输学院301会议室
【报 告 人】 冷明明 教授
Abstract: This topic considers a two-echelon supply chain involving a manufacturer and a retailer who make their pricing and quality decisions in the case that quality-dependent customer reviews influence sales. Using a sales function in additive form, we perform a game-theoretic analysis and find that the decisions in Stackelberg equilibrium, the sales, and the two firms' profits are decreasing in the impact of retail price on sales but increasing in the impact of customer reviews on sales. The two firms may benefit from past customers' negative reviews if the reviews can draw great attention from potential customers. When the probability for customers to return their mismatched products increases, the manufacturer reduces the wholesale price, whereas the retailer may increase the retail price if the probability is sufficiently high. Comparing the results obtained under the impact of customer reviews on sales and those from supply chain analysis without the impact, we show that even when customer reviews are positive overall, the sales may still be smaller when customer reviews affect sales than those when customer reviews do not influence sales. The positive impact of customer reviews on sales requires that customer reviews are inelastic to quality changes. Then, we investigate the supply chain using a sales function in multiplicative form, and find that the managerial implications regarding the decisions are consistent in the cases of additive and multiplicative sales function forms. We also derive sufficient conditions under which most implications for the sales and profits are the same in the two cases.
Biography: Professor Mingming Leng is a Professor of Operations Management in the Department of Computing and Decision Sciences of the Faculty of Business at Lingnan University. He is also the Founding Director of the Master of Science Programme in eBusiness and Supply Chain management. Professor Leng holds a Ph.D. degree in Management Science/System from McMaster University’s DeGroote School of Business, Canada. He is currently interested in operations and supply chain management, game theory, and interface between operations and other disciplines. He has published a number of papers in top-tier or highly-respected journals such as Operations Research, Production and Operations Management, Naval Research Logistics, IIE Transactions, Operations Research Letters, Decision Sciences, European Journal of Operational Research, and others. Moreover, Professor Leng is a member in the Editorial Review Board of Production and Operations Management, and the Associate Editor for INFOR: Information Systems and Operational Research. In addition to academic experiences, Professor Leng has five years working experience in industry.
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交通运输与物流学院&高铁与区域发展研究中心
2018年7月4日
