题  目：Optimal Product and Platform Quality Decisions with Heterogeneous Consumer Valuations

主讲人：何秀丽(the University of North Carolina at Charlotte副教授)

时  间：2018年6月11日 下午4:00- 5:30

地  点: 同济大厦A楼402教室

报告内容摘要

We consider a manufacturer which produces smartphones and serve the end consumer market. Consumers’ purchase decisions are affected by both the quality of smartphone (product) and the quality of operating system (platform) associated with the smartphone. Consumers may differ in their willingness to pay for the product and platform quality. We investigate the manufacturer’s optimal quality and price decisions in the context of consumer heterogeneity. We first assume that the manufacturer faces an exogenously given level of platform quality. We then derive the manufacturer’s optimal platform quality decision when the platform quality is endogenous. On the consumer side, we consider one dimensional heterogeneity in which consumers only differ in their willingness to pay for the product quality. We extend to consider a two-dimensional consumer heterogeneity where consumers are heterogenous both in their willingness to pay for product and platform quality. We derive all the closed-form optimal solutions for four cases: exogenous and endogenous platform quality and one- and two-dimensional consumer heterogeneity. We find that the exogenous platform quality has a non-monotonic impact on the product quality quality.

报告人简介

Xiuli He is an associate professor of Operations Management at the Belk College of Business at the UNC Charlotte. Xiuli’s research interests include supply chain management, operations management, and OM-Marketing interface. She teaches the MBA core courses operations management and an MBA elective course in supply chain management. She serves as the Vice President of Colleges for POMS and is on the editorial board of POM.

She serves an associate editor for Omega and was a former associate editor for International Journal of Production Research. Dr. He received her Ph.D. in Operations and Supply Chain Management from the University of Texas at Austin, her MS from Shanghai Jiaotong University and her BS from Shanghai Tiedao University. Before joining the Belk College, she was a visiting assistant professor of Operations Management at the University of Texas at Dallas.