学术前沿讲座——Donation and Pricing Decisions for a Socially Responsible Firm with Prosocial Customers (捐赠还是降价：考虑社会责任的运营抉择)

报告题目

Donation and Pricing Decisions for a Socially Responsible Firm with Prosocial Customers  (捐赠还是降价：考虑社会责任的运营抉择)

报告人（单位）

肖勇波 教授(清华大学）

主持人（单位）

张玉林 教授（东南大学） 林宏志 副教授(东南大学)

时间及会议ID

会议时间：2022/10/22 8:30 (GMT+08:00) 中国标准时间-北京

腾讯会议 ID：421-871-375，密码：2022

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报告内容摘要

With the wide advocacy of ESG (environment, social, and governance), it has been increasingly prevalent for firms to consider social responsibilities in their daily operations. From the perspective of operations management, firms need to make a trade-off between traditional operational objectives (e.g., revenue, cost, and profit) and ESG objectives, such as environmental impact, consumer/social welfare, and common prosperity. In this paper, we consider a socially responsible firm that concerns its profit as well as consumer welfare. In particular, the firm seeks to optimize a mixed objective, which is a weighted summation of its profit and consumers’ consumption surplus, with the weight on consumption surplus representing the concern level on consumers. Motivated by the practice, we mainly consider firm's donation as a mean to boost consumption surplus. The donation quantity may impact customers' willingness to purchase, because customers are socially responsible as well. Based on choice model of customers, we study the firm's optimal joint decisions on selling price and donation quantity, for the scenario in which the firm has full information of customers and make prioritized donations to the high-value and empty-handed customers so as to improve the overall consumption surplus. The optimal decisions are compared to the benchmark model (called ``markdown") in which the firm does not donate at all. Furthermore, we examine three model extensions, in which the firm can only donate randomly to the empty-handed customers, the firm has an exogenous batch of initial inventory, and the so-called ``warm glow effect" is also considered in the firm's mixed objective, respectively. Our study uncovers some interesting managerial insights for socially responsible firms in balancing its profit with customer welfare in the presence of prosocial customers.

报告人简介：

肖勇波，清华大学经济管理学院管理科学与工程系长聘正教授，教育部长江学者青年学者（2016年）、国家杰青（2021年）和优青（2012年）。于2000年获得清华大学管理信息系学士学位，2005年获得清华大学管理科学与工程管理学硕士学位和博士学位，2008年在清华大学经济管理学院应用经济系完成博士后研究，2008年8月加入经管学院管理科学与工程系。曾荣获中国管理学青年奖（2014年）、北京市科学技术奖（2005年）等。担任国际学术期刊“Naval Research Logistics”的Associate Editor，“Journal of Systems Science and Systems Engineering”的Managing Editor。

主要研究领域为收益和定价管理、服务系统和服务管理、供应链管理。讲授课程包括服务管理、DMD（数据、模型与决策）、运筹学。