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永利yl8886:商学院卓越学术讲坛2022年第十七期

发布日期:2022-10-28  点击数:

讲座题目:Online Extension and Channel Bargaining Power

主讲 人:凌若冰

讲座时间:2022年11月9日(周三)12:30

线上地点:腾讯会议号323-674-952 密码:2022

线下地点:主教学楼615会议室

主讲人介绍:

凌若冰博士,本科毕业于北京师范大学数学科学学院,博士毕业于新加坡国立大学商学院。现为永利yl8886商学院市场营销系助理教授。主要研究方向为渠道关系,议价以及平台经济。

 

讲座摘要:

Due to the rapid growth of e-commerce, more and more manufacturers have begun to sell in online stores in addition to previously established physical stores. In this paper, we seek to understand whether and how the introduction of an online channel by a manufacturer impacts the bargaining power of the manufacturer vis-`a-vis the traditional intermediary. We leverage data on consumers’ staggered adoption of a large apparel manufacturer’s online channel and use a difference-in-differences approach to empirically identify our results. The results show that the online channel enhances the manufacturer’s relative bargaining power, with a 2% reduction in commission rates accrued to the offline intermediaries. The increased bargaining power leads to an annual saving of approximately US$1.7 million for the manufacturer. We further demonstrate that the improvement in the manufacturer’s relative bargaining power comes from the increased value of the manufacturer’s outside channel options of selling their products over physical stores. We provide insights for manufacturers about how they can increase their bargaining power and revenue sharing in the traditional channel in the digital age.

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