题　目：Launching Radical Product Innovation with Dual Conceptualization of Brand Equity

嘉　宾：Dennis Yu，副教授，克拉克森大学

主持人：江浦平 助理教授 上海交通大学安泰经济与管理学院

时　间：2024年3月22日（周五）10:00-11:30am

地　点：安泰楼A305室

内容简介：

This study examines a firm in a non-dominant market position (market challenger) and its strategy for launching a new product that achieves radical innovations surpassing the dominant firm’s (market leader’s) product quality by incorporating consumers’ perceptions of the firm’s brand equity. The literature primarily studies two types of brand equity: 1) macro-level (i.e., absolute) and 2) micro-level (i.e., proportional) brand equity. We develop a game-theoretic model to investigate the market challenger’s decisions about whether and when to launch a radical innovation, given the dual conceptualizations of brand equity and relative product quality. The results suggest the challenger should strongly consider launching the radical product and risking failure if consumers perceive brand equity absolutely rather than proportionally. Our research provides nuanced insights into how consumers’ brand equity perceptions interact with product and market conditions to affect the firm’s optimal radical innovation launch strategies.

演讲人简介：

Dennis Yu is Associate Professor of Operations and Information Systems at the David D. Reh School of Business at Clarkson University. Dr. Yu received his Ph.D. in Manufacturing and Operations Management from Washington University in St. Louis. His research interests include interface of marketing and operations, product line design and pricing, operational flexibility, and logistics management. He has published his research in leading academic journals such as Manufacturing & Service Operations Management, Production & Operations Management, European Journal of Operational Research, Transportation Research Part E, International Journal of Production Economics, Omega, International Journal of Production Research, and IEEE Transactions on Engineering Management.

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