东吴商学院学术报告-Return Policies in Distribution Channels

【时间】2019626日(周上午9:00 

【地点】财经科学馆三楼EMBA

【报告人】刘云川

讲座题目Return Policies in Distribution Channels

【报告人简介】

 

刘云川美国伊利诺伊大学香槟分校商学院(UIUC)终身教授,毕业于美国哥伦比亚大学,获市场营销学博士学位。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国际营销和定价策略方面的专家,很多文章发表在Marketing ScienceManagement Science上。刘教授是华人学者营销协会的联合创办人,是海外华人会计、金融、管科、信管和营销五大协会的总协调人,是第七届中国市场营销国际学术年会暨中国创造展执行主席。

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 manufacturers or retailers returns policy, this paper investigates both returns policies and finds that the manufacturers returns policy can actually induce the retailers returns policy by increasing the retailers salvage value for consumer returns. However, counter to the intuition that an increasing salvage value is always beneficial for retailers, the manufacturers returns policy is not necessarily beneficial for competing retailers. Nonetheless, the manufacturers 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.


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