講座題目：Return Policies in Distribution Channels

報告人：Prof. Yunchuan Liu, College of Business, University of Illinois at Urbana-Champaign

講座時間：2019年5月30日星期四上午10:00-11:30

講座地點：bwin必贏唯一官網(wǎng)7樓7002教室

講座內(nèi)容：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.

學者介紹：Yunchuan Liu博士畢業(yè)于美國哥倫比亞大學（Columbia University），現(xiàn)為伊利諾伊大學（University of Illinois at Urbana-Champaign）副教授。主要研究方向為市場營銷、零售運營。他的研究成果在Marketing Science, Management Science等高水平期刊上發(fā)表。此外，Yunchuan Liu博士擔任Marketing Science, Management Science, Journal of Marketing Research, Production and Operations Management, Manufacturing and Service Operations Management, Journal of Retailing, International Journal of Research in Marketing, Quantitative Marketing and Economics等多個期刊的審稿人。