题目：Designing Sustainable Products under Co-Production Technology
主讲人：Haoying Sun,Assistant Professor, the Gatton College of Business and Economics, University of Kentucky, U.S.A.
We investigate a firm’s product line strategy under co-production technology in the presence of green consumers. The co-production technology allows the firm to make a traditional product using material at a well-established quality standard, and a co-product made of inferior material that would be otherwise discarded. In a heterogeneous market, traditional consumers only value a product’s consumption utility, whereas green consumers additionally value its environmental benefits. Our findings inform the firm when and how to exploit green consumers by leveraging these two products. For intermediate material costs and lower green consumer’s environmental valuation, the firm should position its co-product simply as a low-end product without extracting the product’s environmental value from green consumers. Otherwise, the firm should position its co-product as a green product by charging a premium price that extracts all surplus from the consumers. In this case, the firm may not fulfill the entire demand but strategically abandon some traditional consumers. Consequently, the size of the green demand segment and the green consumer’s environmental valuation may yield different environmental effects. Increasing the former may adversely exacerbate the material consumption and waste, which can be mitigated by imposing material quota.
Haoying Sun is an assistant professor in supply chain management at the Gatton College of Business and Economics, University of Kentucky. She received her Ph.D. in Supply Chain & Operations Management from the University of Texas at Austin, and her M.S. and B.S. in Electrical and Computer Engineering from the University of Minnesota and Zhejiang University, respectively. She has previously worked as assistant professor at the Texas A&M University, and senior development engineer at Seagate Technology. Her research lies in the OM/Marketing and OM/MIS interface. In particular, she is interested in problems related to product line design, retail operations, online reviews and sustainable operations. Her research has been published in Production and Operations Management and Proceedings of the IEEE-EURASIP Workshop on Nonlinear Signal and Image Processing. She is currently serving on the editorial board of Production and Operations Management. She also holds two U.S. patents.