華師經管學術講座第376期（管理）
主題：Brand Spillover as a Marketing Strategy
時間：2021年9月23日（周四）上午10:00-11:30
騰訊會議 ID：868 115 178
會議密碼：6688
主講人：吳肖樂教授（復旦大學）
主持人：卿前愷副教授
主講人簡介：
吳肖樂，復旦大學管理學院教授、博士生導師。2006年本科畢業于清華大學工業工程系，2011年博士畢業于圣路易斯華盛頓大學。主要研究供應鏈管理、風險管理等。其研究工作發表于Management Science, Manufacturing & Service Operations Management, Production and Operations Management等管理類期刊。曾獲中國管理學青年獎(2017)、華人學者管理科學與工程協會最佳論文一等獎(2011)、2016 MSOM Meritorious Service Award等。2020年獲國家自然科學基金杰出青年科學基金項目資助，2016年獲國家自然科學基金優秀青年科學基金項目資助。入選上海市教育系統三八紅旗手（2021）、上海市教育系統巾幗建功標兵（2020）、上海市曙光人才計劃（2016）。目前擔任UTD期刊POM的Senior Editor、INFORMS期刊Service Science 和Modern Supply Chain Research and Applications 的Associate Editor。并擔任中國管理現代化研究會風險管理專業委員會秘書長、中國管理現代化研究會運作管理專業委員會委員、中國管理現代化研究會管理與決策科學專業委員會常務理事、中國運籌學會隨機服務與運作管理分會常務理事等。
摘要：
When a weak-brand firm and a strong-brand firm source from a common contract manufacturer, the weak-brand firm may advertise this relationship to promote its own product. This paper investigates whether the weak-brand firm should use such brand spillover as a marketing strategy and how this decision depends on the firms' characteristics and market conditions. We develop a game theoretic model consisting of one contract manufacturer and two firms with asymmetric brand power. The contract manufacturer determines the wholesale prices for the two firms and then each firm decides whether to source from the contract manufacturer. If both firms outsource to the contract manufacturer, then the weak-brand firm may choose whether to promote its product through brand spillover. Although brand spillover improves the attractiveness of the weak-brand firm's product at no cost, we find that the weak-brand firm should not use brand spillover if (1) its original brand power is sufficiently low or (2) the contract manufacturer does not have a significant cost advantage. Interestingly, the adoption of brand spillover by the weak-brand firm can benefit all three parties under certain circumstances, including the strong-brand firm. Nevertheless, when the contract manufacturer has a significant cost advantage, in equilibrium the strong-brand firm will be hurt by brand spillover and hence should take actions to prevent it.