Speaker:          Prof.George (Gangshu) Cai

(Santa Clara University)

Position:      Associate Professor, OMIS

Research:    Competitive channel and

                     supply chain management，

                     Interface between operations

                     management and marketing，

                     Supply chain financing.

Time:          15:00-16:30,July 5th,2016

Venue:        Information Building 301

Inviter: Professor Min Huang

Abstract：

Part I: Online Manufacturer Referral to Heterogeneous Retailers

Abstract: Since the development of the Internet, thousands of manufacturers have been referring consumers visiting their websites to some or all of their retailers. Through a model with one manufacturer and two heterogeneous retailers, we investigate whether it is an equilibrium for the manufacturer to refer consumers exclusively to a retailer or nonexclusively to both retailers. Our analysis indicates that nonexclusive referral is the manufacturer’s equilibrium choice if the referral segment market size is sufficiently large; otherwise, exclusive referral is the equilibrium choice. In exclusive referral, the manufacturer would refer consumers to the more cost-efficient and smaller retailer. In the presence of infomediary referral, it is less likely for both exclusive and nonexclusive referrals to be an equilibrium, as the infomediary referral segment grows. We also show our qualitative results are robust even if there were price discrimination among consumers, referral position disparity, local consumers, and asymmetric referral market sizes.

Part II: How to be a good researcher

Based on the experiences in mentoring American and international graduate students,  GangshuCai uses the valuable knowledge and insights that he has garnered to explain how to execute meaningful and original research. The main content includes:

How to carry out a literature review to ascertain where gaps exist in the literature and what types of attempts have been made in the past.

How to identify and read the key papers in detail and upgrade your expertise in areas most closely tied to your research.

How to obtain the latest information that is relevant with respect to your research.

How to develop, test and refine your research ideas.

How to submit your research to an international journal.