市场营销学系学术讲座（12月3日）

时   间：2024年12月3日（周二）14:00-15:30

地   点：思源教授楼624室

主   题：Benefit from Your Competitors: Franchise Service and Online Competition

主讲人：邱烨 副教授，同济大学经济与管理学院

主持人：殷云露 副教授

摘    要：

Franchising organizations were prevalent for uniform offline stores, but nowadays they face severe challenges from third-party online competitors. While the literature mainly consists of studies that focus on within-franchise relationships and the encroachment of an individual franchisor's company-owned stores, our paper introduces online competition and demonstrates how it changes these franchise relationships. We model the pricing game between a franchisor, who recruits a franchisee, and its online competitor, who has not yet sold sits product through any offline channel. The franchisee's costly service leads to the (further) differentiation between two brands and more dispersed consumers' evaluations of the franchised product. We show that the differentiation through consumers' evaluations per se is not sufficient to induce the franchisee's costly service provision. However, online competition can overturn this in that the franchisee will voluntarily provide costly service to drag online sellers out from the fierce price competition. In addition, this service incentive is enhanced if the product has some brand characteristics or nature that makes it difficult for consumers to discover their preferences through the merely display of products. We further show that the franchisor and the franchisee can both benefit from the existence of the online competitor. The presence of inter-brand competition can mitigate the intra-brand competition, and this is made possible only when service provision is at the franchisee's discretion. Our findings suggest that online competition makes the franchise relationship more interconnected in that the franchisee is voluntarily provide costly services to (directly) benefit the franchisor.

简   介:

Ye Qiu is an Associate Professor of Marketing at Tongji University in the Advanced Institute of Business. She holds a PhD in marketing from the University of Texas at Dallas, MBA from Rensselaer Polytechnic Institute and B.Econ from Nanjing University. She is interested in digital marketing strategies with emphasis on online pricing and advertising, platform design and consumer search. Her research analyzes firms’ online strategies theoretically using game-theoretic modeling and empirically through Bayesian methods. Her research has published in premier journals such as marketing science.

市场营销学系

2024-11-15