演讲人: 杨文娟，南京财经大学

时间: 2026年7月9日上午10：00

地点: 腾讯线上

会议号：679 865 481

会议密码：350687

讲座摘要:

In soft logistics research that incorporates operations management and supply chain management perspectives, socially responsible operations have become increasingly important. One such practice is cause marketing (CM), through which firms integrate support for social causes into product-related operational decisions. For firms managing quality-differentiated product lines, an important operational question is whether to adopt CM and, if so, whether to link some or all products to the cause, and how such choices shape operational decisions and stakeholder outcomes. This paper develops a game-theoretic model to investigate whether and how a monopolistic firm selling two vertically differentiated products should adopt CM, which product(s) to link, and under what conditions. Consumers are socially conscious and derive utility from CM through warm-glow and spillover effects. We analyze the performance outcomes under both exogenous and endogenous donation settings. The results show that the firm’s preferred CM strategy depends on the net surplus of CM under exogenous donation, and on the strength of the warm-glow effect under endogenous donation. Notably, CM may remain profitable even when the net surplus is negative, and CM adoption is always preferred under endogenous donations. When only one product is linked, targeting the high-quality product expands total demand but may erode margins, whereas linking the low-quality product preserves margins and generates stronger spillovers from the larger market segment, at the cost of greater cannibalization. Furthermore, society always prefers linking both products to maximize donations, while consumer surplus and firm profit may be maximized under different CM schemes; nevertheless, there exist regions in which the firm, consumers, and society all benefit from CM. These findings provide implications for CM adoption, product-line operational decisions, and stakeholder outcomes under both short-term campaigns with fixed donation constraints and long-term programs with endogenous donation decisions.

演讲嘉宾简介:

杨文娟，同济大学管理学博士、香港理工大学哲学博士（联合培养）。现任南京财经大学管理科学与工程学院讲师、硕士研究生导师。主要研究方向为平台经济、收益管理、供应链与运营管理。

主持国家自然科学基金青年项目、国家自然科学基金国际（地区）合作与交流项目等科研课题。近年来，在 《Omega》、《Transportation Research Part E》、《International Journal of Production Economics》 以及《系统管理学报》、《系统工程学报》等国内外管理科学领域主流期刊上发表10余篇学术论文。