商學大講堂--張建強： Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design

商學大講堂“系列學術講座（第164講）

講座題目： Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design、

主講嘉賓：張建強

講座時間：2021年10月26日（星期二）9:00-11:00

講座地點：商學院116東方廳

歡迎感興趣的老師和同學參加！

                                                    商學院  
                                                 2021年10月21日

主講嘉賓簡介

張建強，江蘇師範大學教授，東南大學管理學博士，德克薩斯大學奧斯汀分校、印第安納大學訪問學者。研究方向主要為運營管理、營銷科學、供應鍊管理等。曾獲江蘇省優秀博士學位論文，入選江蘇高校“青藍工程”優秀青年骨幹教師。 在Management Science、Omega、European Journal of Operational Research、International Journal of Production Research、Annals of Operations Research、Journal of the Operational Research Society、International Journal of Research in Marketing、Quantitative Marketing and Economics、Marketing Letters、Information Economics and Policy等學術期刊上發表多篇論文，擔任國際、國内權威期刊的審稿人和國家自然科學基金項目通訊評審專家。主持國家自然科學基金青年項目和面上項目、教育部人文社會科學項目等課題。

講座主要内容

Parallel imports of gray products across markets are a worldwide concern for manufacturers. Extant research has focused on parallel imports of regular goods that do not provide status value. In this paper, we investigate the parallel imports of conspicuously consumed status goods. We consider a manufacturer that directly sells a status product to consumers in two markets that value the product differently and a gray marketer that can import the product across markets. Our analysis shows that, though parallel imports decrease a manufacturer's profit from selling regular goods, it can increase its profit from selling status goods. Furthermore, the manufacturer decides whether to use the same or different aesthetic design for products across markets. With the same design, the gray and manufacturer-authorized products look identical, while different designs make them distinguishable, which affects their status value. We find that parallel imports benefit the manufacturer in a broader range of situations under the different-design strategy, whereas the same-design strategy increases the gray marketer's profit. When the two markets are sufficiently similar, the manufacturer uses the same design to induce parallel imports. When the two markets are sufficiently different, the manufacturer uses different designs to either deter parallel imports or improve its profit while competing with the gray marketer.