1. 保留还是收购？基于行为的质量披露

原标题：Retention or Acquisition? Behavior-Based Quality Disclosure

期刊：Management Science

作者：Jianqiang Zhang, Krista J. Li

出版时间：2025-01-31

DOI：10.1287/mnsc.2022.01081

摘要：

公司经常通过引入新类别的产品，并提供免费样品或演示，让客户在购买前了解新产品的质量，来扩展品牌。在前一个品类中，基于客户购买行为推出新产品时，企业面临两个客户细分：自己的客户和竞争对手的客户。企业可以通过在两个细分市场收取不同的价格来实施基于行为的定价（BBP）。此外，企业可以通过向两个客户群体披露不同的质量信息来实施基于行为的质量披露（BBD）。在本文中，我们考察了企业如何在BBP之外实施BBD。我们发现，与以收购为中心的BBP相比，企业通过增加对自身客户的质量披露，减少对竞争对手客户的质量披露，来执行以保留为中心的BBD。与BBP减少第二期利润、增加第一期利润不同，BBD增加第二期利润，但在披露成本较低时减少第一期利润。我们还发现，当企业内生选择BBD时，当披露成本较低时均衡是囚徒困境，当披露成本较高时均衡是双赢结果。

Abstract: 

Firms frequently extend their brand by introducing products in new categories and offering free samples or demonstrations for customers to learn about the quality of the new products before purchasing. When introducing new products based on customers’ purchase behavior in the former category, firms face two customer segments: their own customers and the competitor’s customers. Firms can practice behavior-based pricing (BBP) by charging different prices in the two segments. Moreover, firms can practice behavior-based quality disclosure (BBD) by disclosing quality information to the two customer segments differently. In this paper, we examine how firms practice BBD in addition to BBP. We find that in contrast to the acquisition-focused BBP, firms perform retention-focused BBD by increasing quality disclosure to their own customers and decreasing it to the competitor’s customers. Unlike BBP, which decreases second-period profit and increases first-period profit, BBD increases second-period profit but decreases first-period profit when the disclosure cost is low. We also show that when firms endogenously choose BBD, the equilibrium is a prisoner’s dilemma when the disclosure cost is low and a win-win outcome when the disclosure cost is high.

2. 利用正需求外部性管理渠道利润

原标题：Managing Channel Profits with Positive Demand Externalities

期刊：Management Science

作者：Long Gao, Dawei Jian, Mehmet Gumus, Birendra K. Mishra

出版时间：2025-01-31

DOI：10.1287/mnsc.2021.00008

摘要：

当过去的销售刺激未来的需求时，需求外部性就会出现。它们遍布许多消费市场。要打入这样的市场，制造商应该如何与零售商签约？我们将问题描述为一个动态博弈，零售商可以私下观察和控制不断变化的市场条件，消费者可以短视或策略性地采取行动。我们的贡献是三倍的。（i） 我们刻画了最优契约：它解决了利用需求外部性、筛选新信息和优化渠道效率之间的动态权衡；此外，它还简单实现了数量折扣。（二）我们刻画了需求外部性的双重作用。虽然需求外部性可以通过扩大市场规模来改善渠道剩余，但也可以通过增强零售商操纵市场的能力来加剧信息摩擦。忽略代理成本的阴暗面，之前的研究可能高估了需求外部性的好处。（三）我们提供新的实践指导。我们显示私有信息本身不需要伤害渠道效率：厂商可以使用递归预售免费提取新信息。我们的研究结果还揭示了制造商应该在何时、为何缓和需求外部性并偏好长期合同。通过突出需求外部性在长期渠道绩效中的双重作用，本研究加深了我们对渠道理论和实践的理解。

Abstract:

Demand externalities arise when past sales stimulate future demand. They pervade many consumer markets. To penetrate such markets, how should manufacturers contract with retailers? We formulate the problem as a dynamic game, wherein the retailer can privately observe and control evolving market conditions, and consumers can act either myopically or strategically. Our contribution is threefold. (i) We characterize the optimal contract: It resolves a dynamic tradeoff between exploiting demand externalities, screening new information, and optimizing channel efficiency; moreover, it has a simple implementation of quantity discount. (ii) We characterize the dual role of demand externalities. Although demand externalities can improve channel surplus by expanding market size, they can also exacerbate information friction by enhancing the retailer’s ability to manipulate the market. Ignoring the dark side of the agency cost, previous studies may have overestimated the benefit of demand externalities. (iii) We provide new practical guidance. We show private information per se need not hurt channel efficiency: The manufacturer can use recursive advance selling to extract new information for free. Our results also shed light on when and why manufacturers should moderate demand externalities and prefer long-term contracts. By highlighting the dual role of demand externalities in long-run channel performance, this study sharpens our understanding of channel theory and practice.

3. 优化批处理与等待之间的权衡：次加法调度

原标题：Optimizing the Trade-off Between Batching and Waiting: Subadditive Dispatching

期刊：Operations Research

作者：Ignacio Erazo, Alejro Toriello

出版时间：2025-01-31

DOI：10.1287/opre.2022.0327

摘要：

基于电子商务物流中订单或物品在不同时间到达且必须分批配送或处理的应用，我们提出了次加性配送问题（SAD），这是一个强NP难问题，由一组具有释放时间的订单和一个非减量次加性配送时间函数定义。单个无产能车辆必须分批发送订单，以最大限度地缩短完工时间，即所有订单已发送的时间。我们提出了SAD的混合整数线性公式；在线性松弛最优解的基础上，构造了一个近似比为3/2的二次调度解和一个附加假设下最多三次近似比为4/3的调度解。对于最多使用两次或三次调度的解决方案，担保分别是最好的。此外，我们还分析了先进先出的解决方案，讨论了最优情况下的案例，并提供了获取它们的动态程序。最后，我们在受限制拓扑上当天交付和路由启发的应用程序上对我们的方法进行了计算测试。

Abstract: 

Motivated by applications in e-commerce logistics where orders or items arrive at different times and must be dispatched or processed in batches, we propose the subadditive dispatching problem (SAD), a strongly NP-hard problem defined by a set of orders with release times and a nondecreasing subadditive dispatch time function. A single uncapacitated vehicle must dispatch orders in batches to minimize the makespan, the time at which all orders have been dispatched. We propose a mixed-integer linear formulation for SAD; based on the linear relaxation’s optimal solution, we construct a two-dispatch solution with a 3/2-approximation ratio and a solution with at most three dispatches that has a 4/3-approximation ratio under an additional assumption. The guarantees are, respectively, the best possible for solutions using at most two or three dispatches. Furthermore, we analyze first in, first out solutions, discuss cases when they are optimal, and provide a dynamic program to obtain them. Finally, we computationally test our methods on applications inspired by same-day delivery and routing on restricted topologies.

4. 结合广告定位技术：来自汽车行业实地试验的证据

原标题：Combining Ad Targeting Techniques: Evidence from a Field Experiment in the Auto Industry

期刊：Management Science

作者：Albert Valenti, Chadwick J. Miller, Catherine E. Tucker

出版时间：2025-02-05

DOI：10.1287/mnsc.2023.02310

摘要：

试图将潜在客户吸引回网站的重定目标广告被广告商广泛使用，并经常取代更传统的定位形式，例如试图将广告与网站内容匹配的上下文定位。然而，现有研究尚未调查这些不同的靶向技术在多大程度上相互竞争或互补。为了研究这一点，我们与一家汽车制造商进行了大规模的实地实验，以研究如何使用更传统的在线上下文定位技术来重新定位网格，进而研究这将如何影响广告内容。我们使用三种不同的在线广告有效性衡量标准来研究这一点：网站访问量、参与度和软转换。我们发现，将语境定位和重定位相结合，对于这三个指标都更有效。然而，要释放这种有效性，营销人员必须关注其重定目标广告中的广告内容。我们发现，在将重定目标广告与上下文定位相结合时，提示用户定制产品的广告是最有效的。最后，我们为理解与我们的发现相关的潜在机制提供了经验证据，并通过实验室实验复制这些发现。

Abstract: 

Retargeted advertising that tries to entice potential customers back to a website is widely used by advertisers and has often replaced more traditional forms of targeting, such as contextual targeting that tries to match ads to website content. However, existing research has not investigated the extent to which these different targeting techniques compete with or complement each other. To investigate this, we conduct a large-scale field experiment with an automobile manufacturer to investigate how retargeting meshes with more traditional techniques of contextual targeting online and in turn how that should affect ad content. We investigate this using three different measures of online advertising effectiveness: website visits, engagement, and soft conversions. We find that combining contextual targeting and retargeting is more effective for all three measures. However, to unleash this effectiveness, marketers have to pay attention to the ad content in their retargeted ads. We find that when combining retargeted advertising with contextual targeting, ads that prompt users to customize an offering are the most effective. Last, we provide empirical evidence for understanding the underlying mechanism associated with our findings and replicate those findings with a laboratory experiment.

5. OM论坛供应链中实施多样性、公平性和包容性（DEI）计划的障碍：比较公私营企业的经验教训

原标题：OM Forum—Barriers to Implementing Diversity, Equity, and Inclusion (DEI) Programs in Supply Chains: Lessons from Comparing Public and Private Firms

期刊：Manufacturing and Service Operations Management

作者：Timofey Shalpegin, Tyson R. Browning, Ajay Kumar

出版时间：2025-01-31

DOI：10.1287/msom.2023.0621

摘要：

问题定义：这篇OM论坛文章通过分析上市公司和民营公司的DEI表现，探索阻碍供应链中多样性、公平和包容（DEI）计划实施的障碍。虽然DEI在供应链管理中的重要性已得到广泛认可，但上市公司和民营公司在实现DEI目标方面存在显著差距。方法学/结果：本文探讨了使上市公司在DEI实施方面相对更成功的因素，并就民营公司如何改善其DEI业绩提供了见解。我们强调透明度在推动上市公司DEI积极变化方面的作用，这些公司也更有可能受益于DEI举措，因为它们更容易获得实施所需的资源，以及更高程度的定制。我们描述了实施DEI的额外障碍，通过这些障碍，公司类型之间的差异不那么确定。这些障碍包括不了解或怀疑DEI项目在供应链中的好处、优势集团的内部反对以及运营的地理范围。管理含义：通过解决这些障碍，民营企业可以创建更具包容性、更公平的供应链，让所有利益相关者受益。

Abstract: 

Problem definition: This OM Forum article explores the barriers hindering the implementation of diversity, equity, and inclusion (DEI) programs in supply chains by analyzing the DEI performance of publicly traded and privately held companies. Whereas the importance of DEI in supply chain management is widely acknowledged, publicly traded and privately held companies exhibit a notable gap in achieving DEI goals. Methodology/results: This article explores the factors that enabled publicly traded companies to be relatively more successful with DEI implementation and provides insights into how privately held companies can improve their DEI performance. We highlight the role of transparency in driving positive DEI change in publicly traded companies, which are also more likely to benefit from DEI initiatives because of their greater access to the resources required for implementation and a higher degree of customization. We describe additional barriers to DEI implementation, by which the differences between company types are less certain. These barriers include unawareness of or skepticism about the benefits of DEI programs in supply chains, internal opposition from advantaged groups, and the geographical scope of operations. Managerial implications: By addressing these barriers, privately held companies can create more inclusive and equitable supply chains that benefit all stakeholders.

6. 重新定位、受众流失与身份模糊：市场重新定位的外部成本

原标题：Repositioning, audience churn, and identity ambiguity: The external costs of market repositioning

期刊：Strategic Management Journal

作者：Pengfei Wang

出版时间：2025-01-28

DOI：10.1002/smj.3698

摘要：

研究综述：的文献长期以来一直强调市场参与者建立明确身份的重要性。现存的研究大多采用静态视角，评估参与者是否坚持特定的原型或成员身份。通过强调动态视角，我们坚持认为，随着行动者不断变换立场，身份在不断变化。具体来说，我们强调重新定位会诱发身份模糊，破坏受众评价的准确性。通过分析美国公司的市场重新定位，我们发现重新定位程度较高的公司往往会在其报道受众（金融分析师）中经历更高程度的搅动。更重要的是，研究发现，受众在评估承担更大重新定位的公司时不太准确。这些结果与我们关于外部重新定位成本的猜测一致：公司在转移市场头寸时有可能产生身份模糊。管理总结：企业通过调整产品组合不断在市场上重新定位。我们认为，重新定位更大的公司会面临相当大的外部成本，因为重新定位可能会导致其市场身份的模糊性。通过分析美国上市公司的产品市场定位和重新定位，我们发现，公司的重新定位往往会导致覆盖它们的分析师的换手率增加，并削弱分析师对其收益预测的准确性。我们的扩展还表明，当公司的初始位置在产品领域更为传统，和/或分析师开发出更多针对公司的经验时，公司的重新定位努力可能不那么模棱两可。这些发现共同强调了企业在重新定位过程中考虑外部成本的重要性。

Abstract: 

Research Summary: Prior literature has long underscored the importance for market actors to establish clear identities. Extant studies mostly adopt a static view, assessing whether actors adhere to a specific prototype or membership. By stressing a dynamic perspective, we maintain that identities are in flux as actors constantly shift positions. Specifically, we emphasize that repositioning can induce identity ambiguity, undermining the accuracy of audience evaluation. Analyzing market repositioning of US firms, we find that firms with greater repositioning tend to experience a higher degree of churn in their coverage audiences (financial analysts). More importantly, audiences are found to be less accurate in evaluating firms that undertake greater repositioning. These results align with our conjecture about external repositioning costs: Firms risk incurring identity ambiguity when shifting market positions. Managerial Summary: Firms constantly reposition in the market via adjusting their product portfolios. We maintain that firms with greater repositioning are subject to considerable external costs, because repositioning can breed ambiguity about their market identities. By analyzing product market positioning and repositioning of US public firms, we find that firms' repositioning often leads to an increased turnover of analysts covering them and undermines the accuracy of analysts' forecasts on their earnings. Our extensions also indicate that firms' repositioning efforts may be less ambiguous, when their initial position is more conventional in the product space and/or when analysts have developed greater firm-specific experiences. Together, the findings underscore the importance for firms to consider external costs in their repositioning processes.

7. 合同框架与供应商学习

原标题：Contract Frames and Supplier Learning

期刊：Organization Science

作者：Yi Zheng, Qiong Wang, Xiaoyan Wang, Zhilin Yang

出版时间：2025-01-31

DOI：10.1287/orsc.2022.16526

摘要：

这项研究考察了合同框架对供需关系中供应商学习活动的影响，这一领域此前因关注内部组织学习机制而黯然失色。本研究以监管聚焦理论和组织学习理论为基础，评估了促进和预防合同框架如何影响供应商的探索和开发活动。135个供需关系二元体的调查数据显示，促进和预防框架显著影响供应商的学习活动。具体而言，在合同期限内，（一）与预防性合同框架相比，促销性合同框架对供应商的性知识学习活动有较强的正向影响；（二）与促销合同框架相比，预防合同框架对供应商的性剥削学习活动有更强的负面影响。本研究还揭示了合同框架的组合和集群如何影响供应商学习活动。最后，本研究揭示，不同的学习活动为买方带来了不同的结果，探索促进了持续性，开发提高了绩效。这一贡献拓宽了对合同框架对供应商行为的心理影响的理解，为组织学习活动和合同设计的动态提供了新的见解。

Abstract: 

This research examines the impact of contract framing on supplier learning activities within buyer-supplier relationships, an area previously overshadowed by a focus on internal organizational learning mechanisms. Grounded in regulatory focus theory and organizational learning theory, this study assesses how promotion and prevention contract framing influences suppliers’ exploration and exploitation activities. Survey data from 135 buyer-supplier relationship dyads reveals that promotion and prevention framing distinctly affect suppliers’ learning activities. Specifically, during the duration of the contract, (a) compared with prevention contract framing, promotion contract framing has a stronger positive impact on the supplier’s exploration learning activities; and (b) compared with promotion contract framing, prevention contract framing has a stronger negative impact on the supplier’s exploitation learning activities. This study also reveals how the portfolios and clusters of contract framing influence supplier learning activities. Finally, this study reveals that different learning activities result in varied outcomes for the buyer, with exploration boosting continuity and exploitation improving performance. This contribution broadens the understanding of contract framing’s psychological effects on supplier behavior, offering new insights into the dynamics of organizational learning activities and contract design.