2015 Informs Annual Meeting

TD41

INFORMS Philadelphia – 2015

3 - Supply Chain Power and Store Brand Jun Ru, Assistant Professor, University at Buffalo, 326D Jacobs, Buffalo, NY, 14260, United States of America, junru@buffalo.edu, Ruixia Shi, Jun Zhang This paper relates a retailer’s store brand strategy to the relative powers of channel members and offers a new explanation for the differences in retailers’ store brand strategies. Our analysis shows that store brands become less appealing to a retailer as it becomes more powerful. 4 - Consumer Preference Mismatch and Channel Choice Decisions under Competition Kunpeng Li, Utah State University, 3555 Old Main Hill, Logan, UT, United States of America, kunpeng.li@usu.edu, Suman Mallik, Dilip Chhajed We consider a product consisting of two components sold by two firms. A product/firm is integrated when both components are designed by a single firm, and is non-integrated otherwise. The consumers choose to purchase a product that better matches the specifications of their ideal product. Using a duopoly model, we study the effects of consumer preference mismatch on channel integration strategies. TD40 40- Room 101, CC Marketing II Contributed Session Chair: Faryal Salman, Assistant Professor, SZABIST, 90 Clifton, Karachi, Pakistan, faryal.salman@szabist.edu.pk 1 - An Analysis of Menus of Multi-Part Tariffs Ryan Choi, PhD Candidate, UC Irvine, 6219 Adobe Circle, Irvine, CA, 92617, United States of America, jihungc@uci.edu This paper study which characteristics of three-part tariffs make the seller more profitable than two-part tariffs. Given a full extraction of low type segment’s surplus, the seller can extract more of high type surpluses, whose magnitude is dependent on both of the level of quantity allowances and the fixed fee for high type consumers. With 3PTs, firms earn more rent from the high type, and so offers both high and low contracts regardless of the taste parameter and of the low type proportion. 2 - Research and Practice – Friends of Foes? Perceptions of Marketing Academicians and Practitioners. Salma Rahman, Assistant Professor, SZABIST, 100 Clifton, Block 5, Shahrae Iran, Karachi, Pakistan, sal_haider@yahoo.com, Sana Rehman This research is more of an exploratory nature that focuses initially on precipitating the perceptions of marketing academicians as well as marketing practitioners regarding the existence of the research practice gap using diffusion of innovations theory. The results indicated that generally both agree on the prevalence of the gap. Further, their perception is the same for discovery and translations stage whereas it differs for the dissemination and change stage. 3 - Customer Commitment in Customer Churn Prediction Huili Liu, Beijing University of Posts and Telecommunications, Xitucheng Road, No 10, Beijing, BJ, 100876, China, yucailhl@163.com We present a customer commitment model to predict the customer churn. Instead of probability method, we use consumer learning to get the customer commitment from his/her purchase history, and then use it to predict the customer churn. In comparison to existing models, we consider the customer commitment model is more feasible with an accurate prediction. Thereby we provide a new insight into the customer base analysis. 4 - Socio-economic Class Difference in Movie Consumption Among Pre-adolescents Saima Husain, Lecturer, Institute of Business Administration, University Campus, University Road, Karachi, Si, Pakistan, shusain@iba.edu.pk This research uses the laddering technique, in semi-structured in depth interviews, to study hierarchical constructs explaining personal value system that drive movie consumption behaviour among children aged 9 - 12 years. Young informants were recruited from different socio economic class (SEC) households in Pakistan. Findings show that children from higher SECs are significantly different in the type of movie selection, consumption setting and medium used for movie consumption.

5 - An Empirical Study to Examine Consumer Behavior towards Luxury Brands in Pakistan Faryal Salman, Assistant Professor, SZABIST, 90 Clifton, Karachi, Karachi, Pakistan, faryal.salman@szabist.edu.pk, Usman Warraich Current study seeks to expand an understanding of consumer behavior towards branded goods. The data for this exploratory study was collected from urban youth of Pakistan. The study postulates significant relationship between consumer behavior and the predictors for various product categories. Regression analysis shows that these variables pose the positive impact on the buying behavior (p value (0.05) and this model shows R2 of 0.73. TD41 41-Room 102A, CC Healthcare Supply Chain Decision Making Sponsor: Manufacturing & Service Oper Mgmt/Healthcare Operations Sponsored Session Chair: Xinghao Yan, Assistant Professor, Ivey Business School, Western University, 1255 Western Road, London, On, N6G0N1, Canada, xyan@ivey.uwo.ca 1 - Determinants of Distribution Channel Choice in Pharmaceutical Industry – Specialty Drugs Liang (Leon) Xu, University of Missouri-St. Louis, St. Louis, MO, United States of America, lxpx2@umsl.edu, Vidya Mani, Hui Zhao We use privately collected multi-year transaction data to study determinants of the choice of distribution channels for specialty and non-specialty drugs. Further, we explore how this channel choice explains observed variations in supply chain metrics in this industry. 2 - Transforming Drug Development via System Computational Modeling Jinha Lee, Georgia Institute of Technology, 755 Ferst Dr. NW, Atlanta, GA, United States of America, jlee68@gatech.edu, Eva Lee We describe the firstin-silico drug design system model to accelerate drug discovery. The model spans preclinical, clinical, IND and NDA tasks; and allows global risk analysis. It identifies bottlenecks, and performs system optimization that offers a holistic view of discovery pathways. Rapid development is achieved through parallel processes that shorten critical paths from start to registration of a new drug. The generalizable design allows rapid testing, and minimizes risk, cost, and time. 3 - Operational Performance Evaluation of Reverse Referral Partnership in the Chinese Healthcare System Nan Kong, Associate Professor, Purdue University, 206 S. Martin Jischke Dr., West Lafayette, IN, United States of America, nkong@purdue.edu, Quanlin Li, Na Li, Zhibin Jiang Reverse referral of patients from upper-level hospitals to lower-level hospitals after their acute care, has been promoted in the tiered Chinese care system to alleviate resource pressure at high-level hospitals and balance utilizations throughout the system. However, it remains unclear how to implement reverse referral partnerships given the conflicting interests. We develop a two-level queuing network model to capture patient flows and derive analytical results on queueing performance measures. Our work is expected to guide the establishment of hospital alliances in China. 4 - Influenza Vaccine Supply Chain with Vaccination Promotion Effort and its Coordination Xinghao Yan, Assistant Professor, Ivey Business School, Western University, 1255 Western Road, London, ON, N6G0N1, Canada, xyan@ivey.uwo.ca, Gregory Zaric We develop an influenza vaccine supply chain model consisting of a health authority, a vaccine manufacturer, and population. The health authority decides order quantity and effort exerted to increase vaccination demand; the manufacturer decides production effort; and population decides the vaccination probability. We find that the three parties’ decisions at equilibrium and different coordinating contract formats, such as a contract with payment linear/piecewise linear w. r. t. order quantity.

359