报告题目：On-Demand Services and Product Line Design
报告人： 荆兵，长江商学院副教授
时间：10.23 星期三14：30
地点：新主楼 A1028
讲座系列： 商学悦道
摘要:
On-demand services (e.g., DoorDash and Instacart) have emerged and prospered in several industries such as restaurants and supermarkets. For consumers, using an on-demand service carries the following trade-off: It lowers their transaction costs by sparing a trip to the store, but also decreases their consumption utility due to reduced service level and lack of personal inspection. In a monopoly of vertical differentiation, I study how on-demand services affect the firm’s product line structure. I show that on-demand services favor a longer product line. The reason is as follows: Transaction costs hinder the firm’s ability to extract rent from the low-end market, and on-demand services lower the transaction costs and facilitate second-degree price discrimination. Although on-demand services seemingly add an alternative purchase channel for consumers, they (weakly) increase the firm’s profits and (weakly) decrease consumer surplus. I further examine how on-demand services impact price competition in a duopoly. Here on-demand services may intensify, relax, and does not affect price competition depending on market conditions.
汇报人简介：
Dr. JING Bing is an Associate Professor of Marketing at CKGSB. He obtained a Ph.D in Business Administration from University of Rochester. His research interests include behavior-based pricing, product line design, customization, word of mouth, and e-commerce, among others. His papers have appeared in Management Science, Marketing Science, Quantitative Marketing and Economics, Journal of Management Information Systems, Production and Operations Management, Journal of Economics and Management Strategy, etc.
