题　目：Global Product Strategies and Cultural Promotion in the Context of Culture-Commerce Interactions

嘉　宾：Yuxin Chen (陈宇新)，教授，NYU Shanghai （上海纽约大学）

主持人：陈洁 教授 上海交通大学安泰经济与管理学院

时　间：2024年6月5日（周三）13:30-15:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院A303

内容简介:

In this paper, we explore the strategies a global company should employ when entering a foreign market where cultural differences diminish consumer utility. We demonstrate that such a company may purposefully maximize its product’s foreignness even when the costs of reducing it are minimal, as a larger “culture distance” encourages more local consumers to adapt to the foreign culture, from which the firm will derive a substantial portion of its future revenue. Cultural promotional activities, although not directly increasing consumers’ willingness to pay for the foreign product, can still enhance the firm’s profitability by elevating local consumers’ overall appreciation of the foreign culture and hence facilitate cultural adaptation. As a result, a company’s product strategy and culture strategy are interconnected and mutually reinforcing. These strategies can benefit the firm and its foreign consumers and facilitate broader cultural adaptation, suggesting that not-for-profit cultural activities may benefit organizations with profit motives, and vice versa. Our findings hold implications not only for the optimal marketing strategies in global entry but also, importantly, for their roles in facilitating cultural diversification and enrichment in the age of global consumerism.

演讲人简介：

陈宇新教授现为上海纽约大学商学部主任，杰出全球商学讲席教授，上海纽约大学商学教育与研究中心主任。曾任美国西北大学凯洛格管理学院终身讲席教授，纽约大学斯特恩商学院终身教授。

陈宇新教授的研究领域主要涉及数据驱动营销, 互联网营销、竞争战略，零售、 定价、广告、结构实证模型、贝叶斯计量经济学、行为经济学，新兴市场营销等；在国际顶级刊物发表学术论文近50余篇,并在银行，电信，汽车，电商，旅游，保险，零售，社交媒体，广告，医疗等领域从事了一系列基于数据建模与分析的咨询和研究工作。

陈宇新教授多年担任国际营销科学顶级刊物《营销科学》资深主编，曾获Frank M. Bass最佳营销学博士论文奖、John D.C. Little最佳营销学论文奖， INFORMS营销协会长期影响提名奖，Paul E Green最佳营销学论文奖等国际学术荣誉。2022年，陈宇新教授还荣获了上海市白玉兰纪念奖。

欢迎广大师生参加!