【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 manufacturera retailer who make their pricingquality decisions in the case that quality-dependent customer reviews influence sales. Using a sales function in additive form, we perform a game-theoretic analysisfind that the decisions in Stackelberg equilibrium, the sales,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 benefitpast customers' negative reviews if the reviews can draw great attentionpotential 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 salesthosesupply 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,find that the managerial implications regarding the decisions are consistent in the cases of additivemultiplicative sales function forms. We also derive sufficient conditions under which most implications for the salesprofits are the same in the two cases.
Biography: Professor Mingming Leng is a Professor of Operations Management in the Department of ComputingDecision Sciences of the Faculty of Business at Lingnan University. He is also the Founding Director of theof Science Programme in eBusinessSupply Chain management. Professor Leng holds a Ph.D. degree in Management Science/SystemMcMaster University’s DeGroote School of Business, Canada. He is currently interested in operationssupply chain management, game theory,interface between operationsother disciplines. He has published a number of papers in top-tierhighly-respected journals such as Operations Research, ProductionOperations Management, Naval Research Logistics, IIE Transactions, Operations Research Letters, Decision Sciences, European Journal of Operational Research,others. Moreover, Professor Leng is a member in the Editorial Review Board of ProductionOperations Management,the Associate Editor for INFOR: Information SystemsOperational Research. In addition to academic experiences, Professor Leng has five years working experience in industry.
欢迎全校师生前往聆听!
