讲座题目：Return Policies in Distribution Channels

报告人：Prof. Yunchuan Liu, College of Business, University of Illinois at Urbana-Champaign

讲座时间：2019年5月30日星期四上午10:00-11:30

讲座地点：tyc234cc 太阳成集团7楼7002教室

讲座内容：Many retailers and manufacturers adopt the practice of accepting product returns from consumers (via money-back guarantee) and retailers (via full-credit returns policy) respectively. While the extant literature focuses on either the manufacturer’s or retailer’s returns policy, this paper investigates both returns policies and finds that the manufacturer’s returns policy can actually induce the retailer’s returns policy by increasing the retailer’s salvage value for consumer returns. However, counter to the intuition that an increasing salvage value is always beneficial for retailers, the manufacturer’s returns policy is not necessarily beneficial for competing retailers. Nonetheless, the manufacturer’s returns policy can benefit the manufacturer even when competing retailers face a certain demand before sales, which is in sharp contrast to the extant literature. We also show that a high quality retailer can be more likely to accept returns than a low quality retailer.

学者介绍：Yunchuan Liu博士毕业于美国哥伦比亚大学（Columbia University），现为伊利诺伊大学（University of Illinois at Urbana-Champaign）副教授。主要研究方向为市场营销、零售运营。他的研究成果在Marketing Science, Management Science等高水平期刊上发表。此外，Yunchuan Liu博士担任Marketing Science, Management Science, Journal of Marketing Research, Production and Operations Management, Manufacturing and Service Operations Management, Journal of Retailing, International Journal of Research in Marketing, Quantitative Marketing and Economics等多个期刊的审稿人。