时间：2021年4月7日15:30-17:00

地点：经管楼312室

主讲人：谭寅亮助理教授，美国杜兰大学

题目：How Add-on Pricing Interacts with Distribution Contracts

摘要：With the rise of the Internet economy, an increasing number of firms are offering their core products through online platforms, but retail add‐ons directly to consumers. Meanwhile, many online platforms have also started adopting the agency (model) contract, where the upstream firms decide the retail prices of products while the downstream platforms take a predetermined cut from each sale. This study examines the interaction between an upstream firm's add‐on strategy and a downstream online platform's distribution contract choice. We find that such a firm prefers bundling the add‐on and the core product together under the wholesale contract, but prefers retailing the add‐on separately under the agency contract. Our research thus is the first to suggest that the distribution contract can critically affect a firm's choice between add‐on pricing and bundling. On the platform side, we show that a higher commission rate does not always result in a higher profit for the platform under the agency contract. We further identify two conditions under which the platform prefers the agency contract over the wholesale contract: The commission rate for the platform cannot be too low, and the market potential of the add‐on cannot be too large. For the overall channel, we show that the interaction between add‐on pricing and distribution contracts leads to sub‐optimal channel performance. That said, it is possible for both the firm and the platform to obtain higher profits under the agency contract than under the wholesale contract. Finally, we also demonstrate the robustness of our findings under several alternative model specifications.

个人简介：谭寅亮是美国杜兰大学弗里曼商学院管理科学方向助理教授，戈德林国际教育中心行政主任。谭寅亮博士毕业于美国佛罗里达大学，学习运营管理及信息系统。他拥有丰富的商业分析方面的教学经验，获得过弗里曼商学院最佳教师奖。其研究兴趣主要集中在科技管理与创新，电子产品定价，以及人工智能领域。他在国际顶级期刊Management Science, MIS Quarterly, Information Systems Research, Production and Operations Management多次发表论文。现在担任Production and Operations Management的资深编辑以及Decision Science和Information & Management的副编辑。他于2019年被评为世界最佳40名40岁以下的商学院教授,也是杜兰大学历史上第一个获此殊荣的教授。