題目：Operational roles of retail bundling and its implications in a supply chain
主講人：曹慶寧 副教授 博士
時間：2017年11月5日（周日）上午10點
地點：主樓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.
簡介：曹慶寧，中國科學技術大學副教授。于美國University of Texas at Dallas取得管理學博士學位，在加入中國科學技術大學之前曾于美國Vanderbilt University從事科研和教學工作。曹博士主要采用定量方法研究企業(yè)供應鏈管理，市場營銷創(chuàng)新及渠道管理，以及零售業(yè)管理策略和創(chuàng)新。其研究成果被Production and Operations Management 和Journal of Retailing 等國際權威期刊收錄。曹博士曾多次受邀為POM、INFORMS主持分會和做報告，并多次擔任M&SOM，POM等國際知名期刊的特約審稿人。
