題  目：Fit-revelation Sampling and Advertising: Complementary or Substitutionary?

報告人：陳蓉 University of California at Davis
時  間🧗：12月23日（星期三）上午10:15-11:30
地  點：經管凯捷335會議室
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報告簡介
Buyers are often uncertain about how product fits with their individual preferences. In such situations, firms can provide product samples or free trials that allow customers to reveal their fit before purchase. It is not uncommon to observe  fit-revelation sampling to be jointly offered with different types of advertising. While advertising can alter consumers' tastes and create spurious product differentiation and brand loyalty, sampling allows consumers to experience the product, and thus, bring consumers back to the reality.  This paper studies the profit implication of the interactions between fit-revelation sampling and advertising. In particular, we examine whether these two strategies are complementary or substitutionary. We also characterize conditions under which it is optimal to do sampling alone, advertising alone, or a simultaneous offering of sampling and advertising.

報告人簡介
陳蓉（Rachel Chen）教授本科畢業於同濟大學計算機科學專業，碩士畢業於復旦大學管理信息系統專業，於2002年獲得康奈爾大學運營管理專業博士學位。Rachel Chen博士主要從事運營研究👩‍⚖️、供應鏈管理，服務運營和動態定價領域的研究🏊🏽‍♀️。她目前有多篇論文發表在國際頂級期刊如IIE Transactions, Management Science, Marketing Science, Manufacturing & Service Operations Management, Operations Research Letters, 和Production and Operations Management上。她曾擔任Decision Science的副主編, 現為《Decision Science Journal》、《IIE Transactions》、《Production and Operations Management》編委🌼。