報告題目：Return Policies in Distribution Channels

報告人：劉雲川教授

時間：2018年5月31日 上午10：00

地點：延安路校區旭日樓306教室

報告内容簡介：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.

報告人簡介：劉教授是美國伊利諾伊大學香槟分校(UIUC)終身教授，商學院本科項目學術主任，畢業于美國哥倫比亞大學，獲市場營銷學博士學位，曾任教于美國加州大學和伊利諾伊大學。劉教授是美國華人知名營銷學者，是零售業，流通渠道，産品策略，和定價策略方面的專家，有很多文章發表在市場科學和管理科學等頂尖期刊上，多次獲得市場科學和管理科學期刊的評審獎。劉教授還是海外華人營銷協會的聯合創辦人之一，每年積極組織中國市場營銷國際年會。