珞珈营销科学学术论坛第34期
发布时间:2017-05-26 10:31:51  点击数:

  讲座主题:Return Policies in Distribution Channels

  主讲人:刘云川

  讲座地点:B127

  讲座时间:2017年5月31日(周三)下午14:30

  讲座摘要:Many retailers and manufacturers adopt the practice of accepting product returns from consumers (via money-back guarantee) and retailers (via full-credit returns policy) respectively. While the extant literature focuses on either the manufacturer’s or retailer’s returns policy, this paper investigates both returns policies and finds that the manufacturer’s returns policy can actually induce the retailer’s returns policy by increasing the retailer’s salvage value for consumer returns. However, counter to the intuition that an increasing salvage value is always beneficial for retailers, the manufacturer’s returns policy is not necessarily beneficial for competing retailers. Nonetheless, the manufacturer’s returns policy can benefit the manufacturer even when competing retailers face a certain demand before sales, which is in sharp contrast to the extant literature. We also show that a high quality retailer can be more likely to accept returns than a low quality retailer

  个人简介:刘云川,美国哥伦比亚大学营销学博士。现任美国伊利诺伊大学香槟分校商学院副教授(终身教职)、本科生项目学术主任、中美合作项目主任、定价及收入管理研究中心副主任等。主要从事分销渠道管理、定价策略、运作管理等方面的研究。曾在管理科学和市场营销领域国际顶级期刊《Management Science》、《Marketing Science》以及《Quantitative Marketing and Economics》等发表高水平论文10余篇。