讲座题目 | Common Attributes for Vertically Differentiated Products: The Impact of Marginal Cost | ||
主讲人 （单位） | 李娟 （南京大学） | 主持人 （单位） | 何勇 （电影网站 ） |
讲座时间 | 2026年5月15日 （周五）下午15：30 | 讲座地点 | 经管楼B201 |
主讲人简介 |
李娟，2008年获上海交通大学企业管理博士学位，现任南京大学工程管理学院教授。她是瑞典林雪平大学工学院及美国圣路易斯华盛顿大学奥林商学院访问学者，研究领域为行为运营管理，研究工作发表在《Marketing Science》《Decision Science》《Naval Research Logistics》《管理科学学报》等期刊。主持国家自然科学基金项目5项，获得江苏省第15届哲学社会科学优秀成果奖（普及成果奖）一项，出版专著5本，撰写Ivey案例4篇。现任中国运筹学会行为运筹与管理分会理事。 | ||
讲座内容摘要 | We consider how common attributes affect vertically differentiation under monopoly and duopoly competition. We examine how firms craft individual attributes of their products, and how the high-quality firm decides on the provision of common attributes when facing low-quality firm's strategic reactions. Competing products often share common attributes, which could come from within the firm (e.g., brand image, business know-how, or service) or are exogenously determined (e.g., location value, infrastructure, or technologies). In this study, we focus on common attributes that are beyond the control of the firm, yet still intrinsic to the functional utility of products. In particular, we carve out such common attributes from vertically differentiated products with unit production costs and characterize their impact on prices, product choices, and competition. For a multi-product monopolist, more desirable common attributes lead to lower individual offerings, with a higher quality gap and price differences. In the duopoly case, the low-quality firm will always leverage more desirable common attributes by slashing its individual attributes, whereas the high-quality firm will reduce its individual offering except for large values of common attributes. Moreover, although more desirable common attributes increase both firms' profits and widen their profit gap, they have a comparable impact on both firms. (Joint work with Xiaojuan Puyang, Rachel Chen) | ||
