Abstract

本项研究得到了中欧国际工商学院众多校友和在读学员的积极参与，学院校友关系事务部、信息 技术部、市场传播部、各课程部门（EMBA, FMBA, GEMBA, HEMBA, MBA和高层经理培训）的 大力支持，以及学院研究经费的资助 (项目号：17BICS)，研究团队对此深表感谢。研究团队负全 部文责。 中欧国际工商学院（以下简称“中欧”）研究团队在2020年4月2日至9日期间就新冠肺炎疫情对 在华商业运营的影响做了线上问卷调查。本次调查共收到1,182份答卷，问卷填 写者中有892位（75.5%）任职于中资公司或中资占50%及以上的合资公司（以下简称“中资企 业”），有290位（24.5%）任职于外资（含港澳台）公司或外资占50%以上的合资公司（以下 简称“外资企业”）。

Keyword

2020 ;  Business Operations ;  China ;  China Business Survey ;  COVID-19 ;  中国 ;  中国商业报告 ;  中资企业 ;  商业运营 ;  外资企业 ;  新冠肺炎疫情

Abstract

CEIBS Research Team with three professors and two research assistants conducted an online survey from April 2nd to April 9th 2020, receiving 1,182 responses in total. 892 (75.5%) survey participants work for Chinese-owned firms or firms with 50% or more Chinese ownership, and 290 (24.5%) work for foreign-owned firms in China or firms with more than 50% foreign ownership.

Keyword

2020 ;  Business Operations ;  China ;  China Business Survey ;  COVID-19 ;  中国 ;  中国商业报告 ;  中资企业 ;  商业运营 ;  外资企业 ;  新冠肺炎疫情

Abstract

特邀编委 李铭俊 丁远 执行编委 陈杰平 编委会成员 许斌 芮萌 陈世敏 白诗莉 陈少晦　

Keyword

Corporate Social Responsibility ;  CSR ;  企业社会责任

Abstract

This paper investigates whether and how emerging markets reward firms’ corporate social responsibility (CSR) performance. We focus on the socially responsible investment (SRI) index, which lists the top CSR performers and serves as a tool to help investors make investment decisions based on financial and social criteria. We empirically test the financial market responses to the announcements of pioneering SRI indices recently launched in Brazil, China, and South Africa. We find that inclusion on an SRI index in these markets is associated with positive abnormal returns. However, inclusion on an SRI index does not benefit all firms equally: the positive financial response is strengthened by R&D expenditures but weakened by advertising expenditures; it is stronger for firms that have expanded globally to developing countries than those to developed countries. Rajendra Srivastava and V. Kumar served as Special Issue Guest Editors for this article.

Keyword

Corporate social responsibility ;  Emerging markets ;  Event study ;  Socially responsible investment index

Abstract

The present research investigates how purchase motives (hedonic vs. utilitarian) influence the effectiveness of partitioned versus combined pricing. Across four studies, we find that compared to combined pricing, partitioned pricing increases hedonic purchases, but not utilitarian purchases. We find this happens because consumers considering a hedonic purchase tend to feel anticipated guilt associated with their hedonic spending, and partitioned pricing is used as a guilt-mitigating justification for the spending. Specifically, consumers with a hedonic purchase motive underprocess a surcharge, which enables them to perceive the price of the product as lower than the actual, combined price. This lower price perception helps consumers justify their hedonic purchase as an act of saving money, and as a result, alleviates guilt. These effects are magnified among consumers who have high disposition to feel consumption guilt. When a price discount is offered, it attenuates the effectiveness of partitioned pricing because the price discount serves as a more effective justification by offering actual saving, not just the perception of saving. Our findings contribute to the pricing literature by uncovering a motivational factor influencing the effectiveness of partitioned (vs. combined) pricing, and offer a useful pricing guideline to product managers based on the product-pricing fit revealed in our research. (C) 2019 New York University. Published by Elsevier Inc. All rights reserved.

Keyword

Guilt ;  Hedonic/utilitarian motivation ;  Justification ;  Partitioned pricing

Abstract

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Abstract

在快速增长、风起云涌的中国咖啡市场，以互联网外送和自提咖啡业务起家的本土新零售品牌瑞幸咖啡 (Luckin Coffee)，在一年的时间内开出1700家店，估值22亿美金，成为了中国成长最快的独角兽公司。 面对星巴克等老牌名将以及新兴O2O咖啡品牌的激烈竞争，瑞幸针对都市白领的消费需求，抓住外送趋势，发展新零售模式，以线上App和线下“小店带大店”为载体，推出号称人人都喝得起的“大师级”咖啡，通过社交媒体完成拉新裂变，线上线下实现智能一体化，积极与消费者互动，努力提升品牌格调并完成促销，把“咖啡”这个舶来的、传统的生意，用中国本土化的、互联网式的竞争战略重新做了一遍。“瑞幸模式”可以持续吗？随着以瑞幸为首的竞争者纷纷入局外送，并以更快、更高性价比的定位把星巴克逼到营收下滑，星巴克应该如何应对来自中国的挑战？

Keyword

CRM ;  创新 ;  数字营销 ;  新零售 ;  竞争战略 ;  餐饮业

Abstract

厚朴诺亚健康管理（北京）有限公司（以下简称厚朴方舟）是国内最早从事海外医疗服务的机构之一。经过几年的发展，公司已树立了良好的口碑，经营状况渐入佳境。但CEO王刚却不满足于此，他希望能给顾客带来“好”“快”“省”的海外医疗服务。在他看来，目前海外医疗服务市场上按服务量、时长和次数计费的模式在本质上与患者利益相悖：患者越治不了、治不好、拖得越久，收费就越高。因此，王刚考虑能否提供海外医疗包干（即以一价全包的方式兜底患者的医疗费、服务费以及围绕医疗产生的其他所有非医疗支出）这一新的定价模式，从而使企业和患者的利益统一起来，既免除顾客对费用不确定性的担忧，同时倒逼企业提升效率。但由于医疗本身的不确定性太高，这一想法遭到了其他管理层的一致反对。王刚到底该如何决策？

Keyword

一价全包 ;  博弈规则 ;  定价 ;  海外医疗 ;  消费升级

Abstract

烘焙龙是马海华和龙玥于2016年1月创立的烘焙品牌，其初心是做“全宇宙最好的吐司”。在消费升级的趋势下，烘焙龙以精品吐司这一单品切入烘焙行业的细分市场，并逐渐形成了“大烘焙房+小烘焙店+微烘焙群”的经营模式。经过一年多的发展，烘焙龙以优质的产品获得了一定的市场认可，并得到盒马鲜生（以下简称盒马）的青睐，于2017年12月开始在盒马销售。然而，合作并不如想象的顺利，烘焙龙的品牌在盒马上并没有得到凸显，盒马销售隔夜吐司（仍在保质期内）的行为也与烘焙龙的原则相悖。马海华和龙玥需要做出决策：是坚持产品为王，放弃与自身定位不太吻合的盒马？还是在新零售的风口中为了获取流量而抱紧这棵大树？

Keyword

新零售 ;  消费升级 ;  精品吐司 ;  细分市场

Abstract

零售业的逻辑正在从“场一货一人”向"人一场一货”演变,制胜之道将从流量为王变为谁能拥有更智能化的、更符合消费者需求的推荐算法,这其中,数据主权至关重要。

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