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On Money-back Guarantees in a Supply Chain: Asymmetric Bargaining Power and Downstream Competition

Publish Date: 2016/08/22 16:04:56    Hits:

讲座题目:On Money-back Guarantees in a Supply Chain: Asymmetric Bargaining Power and Downstream Competition

主讲人:黄宇菲助理教授,英国巴斯大学

讲座时间:8月25日(周四),上午10:00

讲座地点:新主楼A618

邀请人:王晨岚

摘要:

Money-back guarantee (MBG) is ubiquitous among retailers today. Although existing literature emphasizes the usefulness of MBG, little is known about why retailers may adopt different MBG choices in practice. To understand this, we examine retailers’ MBG decisions in a supply chain setting. In this paper, two retailers with different quality levels first decide to use MBG or not in a normal form game, then bargain simultaneously for the wholesale price with a wholesaler, and finally take part in competition in the retail market.

We show that, the retailers’ asymmetric bargaining power with the wholesaler may lead to all four possible MBG outcomes: both of the two retailers choose MBG, neither chooses MBG, or one of the retailers chooses MBG. Specially, the retailer with higher bargaining power enjoys more flexibility, and may choose a different MBG strategy from its competitor, leading to asymmetric MBG outcomes in equilibrium. We provide sufficient conditions andeconomic rationales for all four MBG outcomes.

主讲人简介:

黄宇菲是英国巴斯大学管理学院助理教授。他从西安交通大学获得了市场营销学士学位,物理学硕士学位,并从伦敦大学学院获得管理学博士学位。他的研究方向包括新产品研发和销售,供应链管理以及定量市场营销。

更多信息请访问他的个人网页:www.yufeihuang.com

经管学院科研办公室

2016年8月22日