Topic: Customer-to-Manufacturer Model in Platform Supply Chain

Speaker: Tian Lin, Fudan University

Time: May 31, 2024, 9:30

Venue: Room 319

Organizer: Economics and Management School of Wuhan University Department of Management Science and Engineering

Abstract:

   One primary reason for the high failure rate of developing new products is that the manufacturer lacks an accurate understanding of the market. The emerging Customer-to-Manufacturer (C2M) model leverages online platforms as the digital intermediary to help manufacturers identify niches through the platform-wide information and launch new products that are truly aligned with consumer needs. This paper develops an analytical model to investigate the strategic adoption of C2M model in an online marketplace. Our results can provide useful managerial and regulatory implications for platforms regarding the C2M model.

Guest Bio:

   Tian Lin is a professor, doctoral supervisor, and deputy director of the Department of Management Science at the School of Management, Fudan University. His research focuses on operational decision-making issues for platform supply chains, involving e-commerce platforms, sharing platforms, online service platforms, etc. His research findings have been published in internationally and domestically renowned journals such as the Journal of Marketing Research (JMR), Management Science (MS), Management Science and Operations Management (MSOM), Operations Research (OR), Production and Operations Management (POM), and the Journal of Management Sciences in China. He leads a high-level talent project funded by the National Natural Science Foundation of China and has led or participated in projects with multiple enterprises, including Coca-Cola (Shanghai), Huawei Technologies Co., Ltd., Huazhu Group, and China Eastern Airlines. He serves as the Senior Editor for Production and Operations Management, Associate Editor for Decision Sciences and Service Science, the deputy director of the editorial board for the Journal of Marketing Science, and a member of the editorial boards for Systems Engineering Theory and Practice and Systems Management Journal.