「一流成果」
「好老師、好學者、好員工」
「一流學生、一流成果、
一流平臺、一流學科」，
無論是教學科研，
還是師生及校友服務，
浙江大學管理學院
始終秉持著「三好四一流」文化，
以世界一流的標準
紮根中國大地辦教育、做研究，
近年來收穫頗豐。
不僅成功構建起
「商學+」人才培養生態系統，
還在「一流學科」建設方面取得了
眾多「一流成果」。
圖片來源：Pixabay
比如在過去的2019年，
浙江大學管理學院發表在
國際國內頂尖期刊上的論文達數十篇。
其中不乏管理學UTD24期刊
A類核心期刊......
本期【一流成果】專題從中挑選了
6篇發表在UTD上的論文進行分享，
一起來看看
登上國際頂級期刊的「他們」
和他們的論文。
圖片來源：Pixabay
（註：以下按出版時間排序）
出版：2019年2月
期刊名｜Journal of Consumer Research
論文題目｜Money helps when money feels: Money anthropomorphism increases charitable giving
論文發表網站截圖
該論文由周欣悅、王麗麗等合著發表。
周欣悅
浙大管院教授、博導，國家傑青
王麗麗
浙大管院副教授、博導
論文摘要：Across five studies, the current research demonstrates that imbuing money with humanlike characteristics can enhance charitable giving. Based on mind perception theory, we propose that anthropomorphizing money can induce people to attribute to money the capacity to feel and sense (i.e., warmth) and the capacity to do things (i.e., competence). Further, we argue that enhanced warmth perception increases charitable giving. Studies 1a and 1b provided initial evidence that money anthropomorphism increased charitable giving by measuring real monetary donation behavior (study 1a) and by adopting a practical method to anthropomorphize money in charitable appeals (study 1b). Study 2 showed that money anthropomorphism enhanced both warmth and competence perceptions of money, but that only enhanced warmth perception increased donation intention. Study 3 showed that money anthropomorphism did not enhance other types of charitable giving, such as signature provision. Study 4 showed that the money anthropomorphism effect was unique to money and that anthropomorphizing other financial instruments, such as a credit card, did not induce the same effect.
出版：2019年4月
期刊名｜Journal of Marketing Research
論文題目｜Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs
論文發表網站截圖
該論文由王小毅等合著發表。
王小毅
浙大管院副教授、博導
論文摘要：Targeted promotions based on individual purchase history can increase sales. However, the opportunity costs of targeting to optimize promoted product sales are poorly understood. A series of randomized field experiments with a large e-book platform shows that although targeted promotions increase promoted product sales and purchases of similar products, they can crowd out purchases of dissimilar products (i.e., e-books from nontargeted genres) by decreasing search activities of nontargeted goods on the same platform. The effects on total sales are heterogeneous, ranging from net decreases to insignificant drops, motivating a targeting exercise comparing strategies that optimize promoted product sales versus total sales. Targeting for promoted product sales tends to assign promotions to customers who purchased similar products, whereas targeting for total sales assigns promotions on the basis of other user characteristics. Targeting for promoted product sales generated incremental total sales that amounted to approximately 29% of the optimal incremental total sales when targeting for total sales (an opportunity cost of 71%). The optimal targeting exercise highlights how maximizing promotional lift can incur opportunity costs in terms of other forgone sales.
出版：2019年5月
期刊名｜Production and Operations Management
論文題目｜Managing Supply Chains with Expediting and Multiple Demand Classes
論文發表網站截圖
該論文由鮑麗娜、華中生等合著發表。
鮑麗娜
浙大管院「百人計劃」研究員
華中生
浙大管院教授、博導；
教育部長江學者特聘教授
論文摘要：We consider a periodic review, single-stage inventory system with multiple demand classes and a fixed replenishment lead time. Inventory expediting is allowed to alleviate demand-supply mismatches. Priority demands are commonly used in practice to provide differentiated services for customers, and inventory expediting is an effective strategy to improve the service levels of high-priority demands. However, it is challenging to coordinate the inventory ordering, expediting and allocation decisions in supply chains. We partially characterize the structure of the optimal policy. We also derive various monotone properties of the optimal policy with limited sensitivities. Moreover, we show that a state-dependent rationing level policy is optimal for inventory allocation and the optimal rationing levels are in fact independent of the backorder quantity of each demand class. We also show when some simple policies are indeed optimal. Numerically, we illustrate the optimal policy and investigate the performances of three proposed simple heuristics. Finally, we extend the results to more general systems, such as serial systems, systems with convex backordering costs, etc.
出版：2019年7月
期刊名｜Production and Operations Management
論文題目｜Joint Decisions for Blood Collection and Platelet Inventory Control
論文發表網站截圖
該論文由陳壽長、周偉華等合著發表。
陳壽長
浙大管院管理科學與工程博士生
周偉華
浙大管院副院長、教授、博導
論文摘要：The present study investigates the benefit of joint decision making regarding whole blood collection and platelet production at a blood center. We consider a blood center that faces two types of platelet demands, differing in their freshness requirements and shortage penalty costs. We fully characterize the structure of the optimal policy regarding whole blood collection, platelet production, and inventory issuing, rationing and disposal. We find that the optimal platelet production quantity in each period is nonincreasing in the inventory levels of platelets and whole blood but that interestingly, the optimal blood collection effort may increase with the on-hand platelet inventory level. We demonstrate with a real dataset that joint decision making leads to significant cost savings compared with separate decision making. The benefit is mainly derived from reduced blood collection and platelet production, better utilization of the collected whole blood, and reduced platelet shortage. For practical implementation, we develop a lookahead heuristic, which is shown to be very effective by numerical experiments.
出版：2019年9月
期刊名｜Mis Quarterly
論文題目｜Operationalizing Regulatory Focus In The Digital Age: Evidence From An E-Commerce Context
論文發表網站截圖
該論文由黃鸝強等合著發表。
黃鸝強
浙大管院副教授、博導
論文摘要：Regulatory focus theory (RFT) has been regarded as an important theory for understanding customer behavior in e-commerce; however, there is a significant gap between theoretical analysis with RFT and its practical applications. In particular, there is little research on how to identify the chronic regulatory focus of customers; as such, it is difficult to apply RFT in e-commerce operations. To fill this research gap, we propose an innovative method to operationalize customer regulatory focus from the affective dimension, leading to operationalized regulatory focus (ORF). In this regard, our study spearheads a new avenue of research on how social theories can be operationalized and applied in e-commerce operations. We first identify customers' chronic regulatory focus (i.e., promotion focus or prevention focus) based on online review data using text mining, leading to an innovative method we refer to as "regulatory focus discovery." Then, we validate the computed results on regulatory focus by surveying corresponding customers included in the same dataset. Finally, we evaluate the applicability of ORF via an econometric analysis. In this article, we demonstrate that it is possible to compute regulatory focus of specific customers for the purpose of assessing their purchasing tendency. The theoretical and practical implications of ORF are discussed.
出版：2019年9月
期刊名｜Information Systems Research
論文題目｜Personalized Mobile Targeting with User Engagement Stages: Combining a Structural Hidden Markov Model and Field Experiment
論文發表網站截圖
該論文由王小毅等合著發表。
王小毅
浙大管院副教授、博導
論文摘要：Low engagement rates and high attrition rates have been formidable challenges to mobile apps and their long-term success, especially for those whose revenues derive mainly from in-app purchases. To date, little is known about how companies can scientifically detect user engagement stages and optimize corresponding personalized-targeting promotion strategies to improve business revenues. This paper proposes a new structural forward-looking hidden Markov model (FHMM) combined with a randomized field experiment on app notification promotions. Our model can recover consumer latent engagement stages by accounting for both the time-varying nature of users' engagement and their forward-looking consumption behavior. Although app users in most of the engagement stages are likely to become less dynamically engaged, this slippery slope of user engagement can be alleviated by randomized treatments of app promotions. The structural estimates from the FHMM with the field-experimental data also enable us to identify heterogeneity in the treatment effects, specifically in terms of the causal impact of app promotions on continuous app consumption behavior across different hidden engagement stages. Additionally, we simulate and optimize the revenues of different personalized-targeting promotion strategies with the structural estimates. Personalized dynamic engagement-based targeting based on the FHMM can, compared with non-personalized mass promotion, generate 101.84% more revenue for the price promotion and 72.46% more revenue for the free-content promotion. It also can generate substantially higher revenues than the experience-based targeting strategy applied by current industry practices and targeting strategies based on alternative customer segmentation models such as k-means or the myopic hidden Markov model. Overall, the novel feature of our paper is its proposal of a new personalized-targeting approach combining the FHMM with a field experiment to tackle the challenge of low engagement with mobile apps.
看完「他們」的一流成果，
你是否對2020年充滿了更多期待呢？
圖片來源：Pixabay
只爭朝夕，不負韶華，
讓我們繼續「把論文寫在祖國大地上」，
2020「共創一流」！
素材提供：浙大管院學科與科研中心
原標題：《2019年，他們登上了「國際頂級期刊」｜一流成果》