伊利诺伊大学香槟分校刘云川教授讲座预告

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讲座名称:Return Policies in Distribution Channels

讲座时间:628日下午2:30

讲座地点:经管院106

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

  

主讲人简介:

刘云川,美国伊利诺伊大学香槟分校(UIUC)终身教授,商学院本科项目学术主任。刘教授毕业于美国哥伦比亚大学,获市场营销学博士学位,曾任教于美国加州大学和伊利诺伊大学。他是美国华人知名营销学者,是零售业、流通渠道、产品策略和定价策略方面的专家,文章发表在《Marketing Science》和《Management Science》等顶尖期刊上。刘教授在MBA和博士生教学方面非常出色,每年都名列伊利诺伊大学优秀教师名单,并曾被MBA学员评为年度教授最终候选人。刘教授是海外华人营销协会的联合创办人之一,每年积极组织中国市场营销国际年会。另外,刘教授也是伊利诺伊大学香槟分校和中国高校合作的积极推动者,正在推动伊利诺伊大学香槟分校和中国若干大学的合作项目。

  

  


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