報告主題🔛：Dynamic Relationship Management and Marketing Spillovers: Insights from Managing Independent Sales Representatives in the Financial Services Industry

時間🈁：12月10日（周二）下午1點

地點：旭日樓418

主講人：鄭華璐 博士

報告簡介：

A company’s sales force may include employees and/or independent sales representatives (ISRs). Managing ISRs poses greater challenges than employees: Companies often have limited control and lack insights into ISRs’ preferences and capabilities. Moreover, ISRs self-select companies to work with. The asymmetric information and the independence between the two parties create an unequal and unobserved relationship, forcing companies to rely heavily, if not solely, on sales outcomes when segmenting and targeting ISRs. This study employs a bivariate Tobit Hidden Markov model to capture the relationship dynamics between companies and their ISRs. Using data from interactions between an insurance company and its independent financial advisors (one type of ISRs), we identify three relationship states between the parties: low, medium, and high. ISRs in different states are motivated at varying levels to work for the company. The company’s marketing efforts, including sales calls and face-to-face meetings, elevate ISRs to a higher state. However, marketing directed at one ISR negatively affects the relationship between their colleagues and the company - a spillover harming the company’s relationship with other ISRs. Using parameter estimates, we calculate the policy function for companies’ marketing resource allocation, assisting managers with distributing resources among ISRs and managing sales force investments.

報告人簡介🐲🕋：

鄭華璐✌🏽☝️：美國康涅狄格大學資源經濟學博士，美國薩斯克漢納大學Sigmund Weis 商沐鸣2市場營銷系助理教授。其主要研究方向包括食品營銷，營銷倫理與政策🐻‍❄️🦞，消費者福祉，社交媒體以及人工智能營銷等👲。其在高水平權威期刊😫，包括Journal of Public Policy and Marketing, Journal of Interactive Marketing, 和European Journal of Marketing 等發表多篇學術論文。