报告题目：Return Policies in Distribution Channels

报告人：刘云川教授

时间：2018年5月31日 上午10：00

地点：延安路校区旭日楼306教室

报告内容简介：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.

报告人简介：刘教授是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，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。刘教授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，有很多文章发表在市场科学和管理科学等顶尖期刊上，多次获得市场科学和管理科学期刊的评审奖。刘教授还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。