研討日期	2016年8月6日上午10:20 ~ 12:00
研討地點	台大社會科學院710討論室
主講題目	Note on Self-Restraint as an Online Entry-Deterrence Strategy
作者	Yunchuan Liu, Sunil Gupta, Z. John Zhang
文獻出處	Management Science 52(11):1799-1809.
主講人	劉乙人
參加人員	曹古駒、林燕淑、張博涵、呂得成、高國峯、張瑞雲、陳宏易、鍾暳陵、黃鴻、林晏如、王光正、劉乙人
摘要	We develop a game-theoretical model to show that in the markets where price consistency across channels is critical, an incumbent brick-and-mortar retailer can deter the online entry of a pure-play e-tailer by strategically refraining from entering online. In the markets where price consistency is not a constraint, we find that the incumbent can deter the e-tailer’s entry only if it enters online and credibly operates the online channel as an independent profit center. In other words, the incumbent must be willing to cannibalize its own brick-and-mortar business by charging a low online price. We also discuss some social welfare implications of retail online entry and the managerial insights of our analysis.