Ying-Ju Chen

Product Development and Pricing Strategy for Information Goods Under Heterogeneous Outside Opportunities

This paper considers a two-stage development problem for information goods with costless quality degradation. In our model, a seller of information goods faces customers that are heterogeneous with regard to both the marginal willingness to pay for quality and the outside opportunity. In the development stage, the seller determines the quality limit of the product. In the second stage, the sellers problem is to design the price schedule corresponding to different quality levels, taking into account production and distribution costs. We show that versioning is optimal for the seller when customers have multiple outside options or, more generally, convex reservation utilities. In addition, we show that in the optimal solution the seller discards both low-end and high-end customers. Among those that are served, the seller offers a continuum of (inferior) versions to customers with relatively low willingness to pay, and extracts full information rent from each of them. A common version with the quality limit is offered to the rest. We further prove that the seller should offer a single version when reservation utilities are either concave or linear. Through numerical experiments, we study the sensitivity of our results to changes in the cost structure and customer utilities.

Supply chain structure and demand risk

V. Agrawal and S. Seshadri (2000) [Risk intermediation in supply chains. IIE Transactions, 32, 819-831] considered a problem in which a single risk neutral distributor supplies a short-lifecycle, long-leadtime product to several retailers that are identical except in their attitudes towards risk. They proved that the distributor should not offer the same terms to every retailer but instead offer less risky (from the demand risk perspective) contracts to more risk averse retailers. They did not prove the optimality of their menu. In this paper we reconstruct their results when the number of retailers is infinite and their coefficient of risk aversion is drawn from a continuous distribution. We use optimal control theory to solve this problem. We show that this distribution uniquely determines the channel structure. Moreover, the optimal contract menu not only has the same structure as in Agrawal and Seshadri but is also optimal among nearly all contracts. The implications of these findings for channel design are discussed.

Design of price mechanisms for network resource allocation via price of anarchy

We study the design of price mechanisms for communication network problems in which a user’s utility depends on the amount of flow she sends through the network, and the congestion on each link depends on the total traffic flows over it. The price mechanisms are characterized by a set of axioms that have been adopted in the cost-sharing games, and we search for the price mechanisms that provide the minimum price of anarchy. We show that, given the non-decreasing and concave utilities of users and the convex quadratic congestion costs in each link, if the price mechanism cannot depend on utility functions, the best achievable price of anarchy is

Key Leaders in Social Networks

{{4(3-2 \sqrt{2}) \approx 31.4 \% }}

Effects of Information Disclosure Under First-and Second-Price Auctions in a Supply Chain Setting

. Thus, the popular marginal cost pricing with price of anarchy less than 1/3 ≈ 33.3% is nearly optimal. We also investigate the scenario in which the price mechanisms can be made contingent on the users’ preference profile while such information is available.

Impact of Reseller's Forecasting Accuracy on Channel Member Performance

The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nature. A series of previously published papers demonstrates that appropriate targeting may partially mitigate the combative nature of persuasive advertising in that either the rival manufacturer or the retailer may benefit. In this paper, we complement their results by demonstrating the possibility that every channel member may benefit from persuasive advertising, i.e., a Pareto improvement along the distribution channel, thereby leading to the conclusion that persuasive advertising need not result in channel conflict.

Optimal Dynamic Auctions for Display Advertising

This paper examines optimal targeting and sequencing strategies in the setup proposed by Ballester et al. [3]. The setup features payoff externalities and strategic complementarity among players, who non-cooperatively determine their contributions. We first analyze a two-stage game in which players in the leader group make contributions before the follower group. We construct an exact index to identify the (single) key leader, and demonstrate that the key leader can differ substantially from the key player who most influences the network in the simultaneous-move game. Using Taylor expansions on the strength of network effects, we establish an isomorphism between the optimal leader group selection (targeting) strategy and the classical weighted maximum-cut problem. This approach leads to some design principles for unweighted complete graphs and bipartite graphs.

Risk---incentives trade-off and outside options

This publication contains reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles.