现代产业经济学系列讲座第145期

时间：5月15日（周一）10:00-11:30

地点：史带楼303室

主题：Mixed Bundling in Retail DVD Sales: Facts and Theories

主讲人：Prof. Luis Cabral, New York University

主持人：李玲芳 副教授

摘要：We examine the practice of bundling sequentially-released durable goods such as movie DVDs. We first present some reduced-form empirical evidence: most bundles consist of two different titles and are introduced soon after the second title release; bundles originate from the same studio and consist of similar titles (user rating, box-office revenue, lead actor, etc); finally, we estimate that the gains from bundling are greater the greater the similarity across titles included in the bundle.

To the extent that correlation of characteristics is related to correlation of valuations, the evidence seems at odds with the conventional wisdom that the gains from bundling are greater when valuations are negatively correlated. We propose an explanation based on the idea that, by the time a second DVD is released, high-valuation buyers have already purchased the first DVD. This implies that, even if from the beginning buyer valuations are positively correlated, by the time the second DVD is released they are negatively correlated, which in turn makes bundling a revenue-increasing strategy.

主讲人简介:

Luis Cabral is currently the Paganelli-Bull Professor of Economics and International Business, as well as Chair of the Economics Department, both at NYU's Stern School of Business.

Cabral's research is focused on the dynamics of firm competition, both from the antitrust and from the strategy perspectives. His research topics include networks and network effects; corporate reputation; and a focus on media and entertainment industries. In addition to numerous journal articles, he is the author of Introduction to Industrial Organization, a textbook translated and adopted by universities in dozens of countries worldwide.

产业经济学系

2017-5-10