消费者持续满意度研究——基于快乐适应视角

从动态视角研究消费者满意是营销学研究的前沿问题.本文从快乐适应角度考察消费者如何在消费决策过程中获得持续的满意.问卷调查研究发现,尽管不同产品的满意度会随时间的延续下降,但剔除价格变动因素后,由于互动性产品给消费者带来的快乐更不易适应,满意度并未随时间发生明显改变;情感性产品给消费者带来满意容易适应,满意度随时间的推移明显下降;实用性产品并未给消费者带来明显的情感刺激,因此,消费者对这类产品的满意度相对比较稳定.根据快乐适应理论,商品的互动性带来的消费的不易适应性是影响持续满意度的主要因素.本研究的结论为消费者、厂商、政府部门在购买商品、生产产品和制定政策等方面提供建议.     

论产品致害案件中销售者的责任

世界上多数国家均不要求销售者承担产品责任。美国尽管对销售者产品责任持肯定态度,但施加了许多限制。我国目前似乎是不加限制地要求销售者承担产品责任。中国特色销售者无过错产品责任的正当性有待进一步探讨。《侵权责任法》错过了构建合理销售者责任的机会,期待《实施细则》有所作为。     

Pricing decisions in a multi-criteria setting for product recovery facilities

Unpredictability in the arrival time and quantity of discarded products at product recovery facilities (PRFs) and varying demand for recovered components contribute to the volatility in their inventory levels. Achieving profit under such capricious inventory levels and stringent environmental legislations remains a challenge to many PRFs. This paper presents a multi-criteria decision model to determine a pricing policy that can simultaneously address two issues: stabilize inventory fluctuations and boost profits. The model considers that PRFs passively accepts discarded products as well as acquires them proactively if necessary. Under a multi-criteria setting, the current work determines prices of reusable and recyclable components to maximize revenue and minimize product recovery costs. A genetic algorithm is employed to solve the multi-criteria decision making problem. Sensitivity analysis is performed to investigate the effect of sorting yield, disassembly yield, and reusable component yield on the profits, prices, inventory levels, and disposal quantities.     

Supply chain configuration for diffusion of new products: An integrated optimization approach

We develop an integrated/hybrid optimization model for configuring new products’ supply chains while explicitly considering the impact of demand dynamics during new products’ diffusion. The hybrid model simultaneously determines optimal production/sales plan and supply chain configuration. The production and sales plan provides decisions on the optimal timing to launch a new product, as well as the production and sales quantity in each planning period. The supply chain configuration provides optimal selection of options and safety stock level kept at each supply chain function. Extensive computational experiments on randomly generated testbed problems indicate that the hybrid modeling and solution approach significantly outperforms non-hybrid alternative modeling and solution approaches under various diffusion and supply chain topologies. We provide insights on optimal production/sales plan and supply chain configuration for new products during their diffusion process. Also, managerial implications relevant to effectiveness of the hybrid approach are discussed.     

Impact of product proliferation on the reverse supply chain

Product variety is one of the most important advantages in highly competitive markets. However, excessive product proliferation's reducing the profit margin has caused increased focus on developing a management method for maximal profit. In a closed-loop supply chain, product proliferation affects the reverse supply chain as well as the forward supply chain. Although increasing the number of product types can better satisfy diverse customer needs, complexity in the product recycling, remanufacturing, and resale processes may erode a firm's overall profits. In this study, we develop a mathematical model for analyzing a capacitated reverse supply chain consisting of a single manufacturer and multiple retailers. We reveal closed-form solutions for the optimal batch size and maximal profit, and discuss managerial insights into how the number of products and other factors can affect both batch size and profit. Finally, we investigate the relationship between product proliferation and the choice of logistics strategy.     

Capacity Investment and Product Line Decisions of a Multiproduct Leader and a Focus Strategy Entrant

In this article, I investigate the capacity investment cost conditions where a multiproduct market leader may respond to a focus strategy entrant by using different strategies such as changing the product mix, production volumes, quality levels, and/or by investing in more capacity. The products offered in the market are quality differentiated and customers are heterogeneous in their willingness to pay for quality. The capacity investment costs of the two firms (i.e., the leader and the entrant) may also be different. The classical Stackelberg model predicts that an incumbent does not change its position in response to entry. However, when heterogeneous customer base, product differentiation, and capacity costs are taken into consideration, I find that the leader with a low capacity cost may choose to expand its product line and increase its production. The leader with low capacity cost may introduce a product that it was holding back when the entrant has to bear the high‐capacity cost and cannibalization threat is relatively small. Nevertheless, the extent of production volume strategies reduces as the capacity cost increases for the leader. I also find that when the leader has the power to set the industry standards by deciding the quality levels, as a response to a high‐quality focused entrant, the leader increases both levels of quality and production of the low‐quality product. Moreover, when the capacity investment cost is high for both the entrant and the leader, I find that market prices may increase with entry.     

The Competitive Impact of Targeted Television Advertisements Using DVR Technology

Digital video recorders (DVRs) are an emerging technology that is fundamentally changing the competitive landscape in industries that advertise on television. Perhaps the most familiar impact of DVR technology is that it enables consumers to avoid advertisements (ads) by fast forwarding through them. However, this “zipping” of ads is only one aspect of the impact of DVR technology. DVRs also collect a wealth of information at the consumer level that can be used by firms to target their ads more effectively. We examine how this targeting capability moderates the impact of ad avoidance in a competitive setting. Insights are provided on how best to manage this emerging technology in terms of the key managerial decisions of product pricing and advertising efforts, as well as its impact on profits in a competitive (duopoly) marketplace.     

Overcoming pandemic challenges through product innovation: The role of digital technologies and servitization

The fast-changing scenario related to the COVID-19 pandemic calls for firms to rapidly redefine and innovate their strategies to sustain their businesses, with research emphasizing the key roles of digital technologies and servitization. We aim to enrich the theoretical debate on this matter by assessing how small and medium-sized enterprises (SMEs) achieve product innovation under time constraints by leveraging two specific technology groups (information and communication technologies [ICT] and Industry 4.0 data-processing technologies) and servitization. The research is based on a mixed-method approach consisting of an original survey completed by 257 Italian SMEs (grounded on a previous qualitative study about such SMEs' behaviors during the first Italian lockdown), followed by in-depth interviews with the owners and/or managers of the eight SMEs that participated in the survey. The results show a positive relationship between the increased use of digital technologies (ICT and Industry 4.0 data-processing technologies) during the pandemic with servitization and, in turn, with product innovation. Specifically, the increased use of ICT during the pandemic had a direct positive effect on product innovation, while Industry 4.0 data-processing technologies affected product innovation only through the full mediation of servitization. The qualitative study allowed us to highlight how the different kinds of digital technologies supported SMEs’ innovation (servitization and product innovation) during the pandemic. The theoretical and practical contributions of this study are discussed.     

中间品进口种类扩张对企业出口复杂度的影响

中间品进口作为国际技术溢出的主要途径,对促进一国生产及出口结构升级有着非常重要的影响。本文利用2000-2011年中国工业企业数据库和海关贸易统计数据库的合并数据,基于进口产品种类变化的利得视角,考察了中间品进口种类扩张对企业出口复杂度提升的影响效应。研究显示:企业从国外进口更多种类的中间品有助于促进其出口复杂度的提升,该结论在经过内生性处理、更换核心指标测度方法等多种检验后,具有较好的稳健性;从影响机理上看,中间品进口种类扩张主要通过“产品创新”的直接途径和“生产率提升”的间接途径来推动企业出口复杂度的提升;此外,受进口来源国类别、企业所有制形式以及行业技术特征等异质性因素的影响,中间品进口种类扩张对出口复杂度提升的影响程度存在不同。本文从经验上证明了“以进口强出口”发展模式的合理性,对评估我国当前正在实施的“扩大进口”政策的经济效益,以及推动“贸易强国”建设有着重要意义。     

技术多样化对企业竞争优势的影响机制探析

从产品创新战略角度探讨了企业技术多样化对其竞争优势构筑的影响及作用机理。研究结果表明,企业内部的技术多样化促进了企业实施产品创新战略,进而对其构筑竞争优势有积极影响。