| 报告题目 | Product line design under demand uncertainty: market segmentation versus risk pooling | ||
| 报告人（单位） | 荣鹰（上海交通大学安泰经济与管理学院） | ||
| 点评人（单位） | 舒嘉 | 点评人（单位） | |
| 时间地点 | 时间： 2013年11月26日（周二）下午3点 地点：九龙湖经管楼B-201 | ||
| 报告内容摘要 | | ||
| 报告内容：In this paper, we investigate the impact of the different forms of demand substitution induced by the design of vertically differentiated product line on the firm's profit. We argue that the presence of supply-demand mismatch may significantly influence the product line design decisions due to the interplay between the market segmentation and risk pooling effects. We find that when risk pooling effect is the main driving force, the firm will completely abandon the product line despite the consumer heterogeneity. The risk pooling strategy dominates when the consumers are rather homogeneous, and the demands are significantly negatively correlated. While allowing the firm to make joint production and product line decisions, the benefit of joint decisions tends to be more significant when consumer heterogeneity is relatively moderate. When the marketing department fully acknowledges the demand uncertainty, it intends to reduce the high-end product quality, thereby leading to a shortened product line. 报告人简介： 荣鹰，现任上海交通大学讲师。2008 年于里海大学工业工程和系统工程系获得博士学位。主要研究兴趣包括供应链管理，可持续化发展以及电子商务的运营管理等。研究成果发表于Management Science, Manufacturing & Service Operations Management 等国际学术期刊。 | |||