報告人：Xiaosong Peng教授 美國里海大學商學院
報告題目：An Empirical Investigation of Manufacturers’ Operations Innovations in New Product Development Enabled by E-commerce Platforms
時間：2023年7月7日（周五）上午10：00-11：30
地點：主樓418（騰訊會議號 126-368-072）
報告內容簡介：
E-commerce platforms are playing an increasingly important role in influencing manufacturers’ supply chain and product decisions. An emerging supply chain innovation, known as the platform-based consumer-to-manufacturer (PC2M) model, has been initiated by several large e-commerce platforms based on the established digital links between consumers and manufacturers. These links enable consumer inputs on manufacturers’ operations, indirectly by capturing consumers preferences from platform-accumulated big data, and directly by enabling consumers to interact with manufacturers through the e-commerce platform. Although we observe manufacturers increasingly integrate PC2M into new product development (NPD), there is little research on operations innovations surrounding the PC2M model and its impact on manufacturers’ new product success. To fill this research gap, we investigate the PC2M model of JD.com, a leading e-commerce platform that launched the PC2M model in 2018. We first identify two uses of PC2M by manufacturers to facilitate their product development, which we labeled the platform-enabled big data analytics (PBA) and the platform-enabled simulated product trials (PST) respectively, and explore how PC2M enables operations innovations in NPD processes. Next, drawing on the knowledge-based view, we develop research hypotheses and empirically examine whether manufacturers’ adoption of PC2M improves their new product performance using a large-scale, transactional dataset from JD.com. After accounting for both inter-brand and intra-brand heterogeneity, our study found consistent results that the use of PC2M, either in the form of PBA or PST, inmanufacturers’ NPD processes improvesnew product performance. In addition, we explore how these effects vary across product types and markets with varying new product introduction rates. The findings offer important managerial insights for improving new product success in today’s data rich environment.
報告人簡介：
Xiaosong Peng is professor and department chair, and holds dean’s chair professorship in the College of Business, Lehigh University. Professor Peng completed his doctoral degree in Operations Management from the Carlson School of Management, University of Minnesota, master’s degree in information systems management from Carnegie Mellon University, and undergraduate degree in international business from Beijing Institute of Technology.
Professor Peng’s research interests are in operations and supply chain strategy, service and manufacturing technology management, healthcare operations management, and empirical research methods. Professor Peng’s research has appeared in Manufacturing and Service Operations Management, Journal of Operations Management, Production and Operations Management, Decision Sciences, Journal of Supply Chain Management, among others. He is currently department editor for Journal of Operations Management, senior editor for Production and Operations Management, and associate editor for Decision Sciences Journal and Journal of Supply Chain Management.
（承辦：管理科學與物流系、科研與學術交流中心）
