Informs Annual Meeting 2017

SB37

INFORMS Houston – 2017

2 - A Perspective of Managerial Cognitive Capability on Orchestration of Corporate Brand Tzu-Hsuan Lin, PhD Student, National Taiwan University, Taipei, Taiwan, D00724004@ntu.edu.tw, Ming-Huei Hsieh Through the perspective of managerial cognitive capability, this paper contributes to the hanging paradox of corporate branding - continuity versus change. It presents a process model regarding the interplay between the CEO’s managerial cognitive capabilities and organizational strategic change based on 21 brands launching in four case studies - Franz Collection, Gloria Hotel, Johnson Health Tech., and Tayohya Home Fashion. The findings underscore the criticality of the CEO’s dominant logic on sculpting and leveraging the corporate brand identity in concerto with product brand to achieve evolutionary fit. 3 - Diversification and Diagonal Integration: New Strategies for the Internet-of-things Landscape Suri Gurumurthi, Hong Kong University of Science and Technology, 10707 Flaxton Street, Culver City, CA, 90230, United States, suri.gurumurthi@gmail.com The supply chain strategy literature provides terminology and a conceptual framework for firms as they navigate towards positions of greater competitive advantage within their industry, sector, and value chain. However, these frameworks and models for the most part are based on the relationship and network dynamics of the firms within that value chain. New models are needed to guide firms as they make investment and diversification decisions within a network structurally and operationally defined by consumers, and their interactions with other consumers. Conceptual frameworks and strategy models are presented in the context of the so-called Internet-of-things landscape. 4 - Post Entry Mode Performance of Non-equity Based Entry Modes under Exogenous Shock Johann Schessl, Research Assistant, EBS.Business School University for Business and Law, Rheingaustraße 1, Oestrich- Winkel, 65375, Germany, johann.schessl@ebs.de This study examines post entry mode performance of non-equity based and equity based entry modes immediately after an exogenous shock. Using a sample of car manufacturers in European markets during the crisis of 2008, we attempt to determine if entry modes have an effect of performance immdiately after an exogenous shock. We theorize tat non-equity based are more responsive to the new business environment after an exogenous shock and therefore outperform equity based entry modes in the short term. 5 - Impact of Managerial Incentives Alignment on Marketing Strategies Evidence from SEO Context Juhi Bhardwaj Sapra, Rensselaer Polytechnic Institute, 110 8th Street, Troy, NY, 12180, United States, bhardj@rpi.edu, Nithya Shankar Studies have shown that manager’s compensation incentivizes a myopic management behavior which involves cutting of marketing expenses that leads to higher profits in the short term but lower long term firm valuation. Our study explores this phenomenon in the context of seasoned equity offering (SEO) where firms behave myopically. We investigate the moderating effects of the change of compensation post SEO on firm’s spending decisions. We contribute to the agency theory where alignment of compensation play an important role in firms performance post SEO. We attempt to explore the implications of SEO and managerial incentives that could mitigate myopic management and improve firm value. 351F Service Science in the Emerging Economy Sponsored: Service Science Sponsored Session Chair: Qiang Qiang, Penn State, Malvern, PA, 19355, United States, qzq10@psu.edu 1 - The Structure and Influencing Factors of Trade Network About BRICS Shaowei Chen, Xi’an University of Finance and Economics, Xi’an, China, 516329356@qq.com In the past two decades, the emerging countries developed rapidly, became to play important roles in the world. Especially Brazil, Russia, India, China and South Africa, which were called BRICS, made a great contribution to the world economy. Recent years, the development speed of BRICS was lower than before. Based on the bilateral trade data of BRICS during the period 2005~2015, this paper analyzed the characteristics by using the complex network method. It focused on the change about the network statistics of BRICS’s trade network, especially after the time that China proposed “One Belt and One Road”. SB36

2 - Study on Social Security, Infrastructure and Rural Household Consumption Behavior Wei Wang, Xi’an University of Finance and Economics, No. 2 Weichang Road, Chang’an District, Xi’an, Shaanxi Province, China, wangwei_871020@126.com Rural household consumption is affected by factors at different levels. The factor of rural infrastructure is concerned in this paper. Factors influencing rural household consumption are divided into individual ones and organizational ones. The result shows that the causing effect of social insurance to household consumption is significant but small. Other household consumption characteristics factors, such as marital status, income, family size, also have a significant impact. Community-level factors on household expenditure have strong explanatory power, while transportation, water infrastructure has a significant positive impact. 3 - A Study on the Untrue Information Transmission in Subway Emergency Ting Wang, Tongji University, 1 Zhangwu Road, Shanghai, 200092, China, 787084787@qq.com, Haifeng Zhao Once in subway emergency , due to its closed, high traffic characteristics, the impact and harm may be amplified. In view of the fact that information dissemination in emergencies has a strong similarity with the spread of infectious diseases. In sudden events in subway, the SI model is established for the dissemination of untrue information by referring to the model of infectious diseases. The law of change in individual passenger groups were analyzed. In controlling the number of passengers who believe untrue information and hesitant person, the optimal control model is derived.Emergency decision-makers can establish the optimal control model and effectively control untrue information. 352B Best IBM Service Science Student Paper Award Competition 2 Sponsored: Service Science Sponsored Session Chair: Robin Qiu, Penn State, Malvern, PA, 19355, United States, robinqiu@psu.edu 1 - When Psychology Meets Operations: the Influence of Cognitive and Emotional Loads on the Efficiency of Customer-Service Employees Daniel Altman, Technion - Israel Institute of Technology, Haifa, Israel, altmand@campus.technion.ac.il, Anat Rafaeli, Galit Tom-Tov We introduce the concept of Psychological Load, integrating predictions of psychological theories regarding two types of such load: Cognitive and Emotional Loads that customers offer to service agents. We measure both loads and test their effects on agent Response Time and customer Length of Stay using 145,995 service interactions. We find that Cognitive Load increases agent Response Time, and is positively related to Length of Stay. Emotional Load has a U-shaped effect on agent Response Time; high levels of positive or negative emotion relate to high Response Time. Time-based analyses support the causality of the effects. The paper offers novel insights into the study of agent efficiency. 2 - Dynamic Network Revenue Management for a Cloud Provider Hosting Interactive Applications Hossein Jahandideh, University of California-Los Angeles, Los Angeles, CA, 90034-6473, United States, hs.jahan@gmail.com, Kevin McCardle, Julie Ward, Filippo Balestrieri We consider a cloud provider which hosts interactive applications such as websites or mobile apps. Depending on the traffic of users for an application, the provider commits a subset of its resources (hardware capacity) to serve the application. The provider uses dynamic pricing to indirectly select the applications hosted and maximize revenue. We model the problem as a large-scale stochastic dynamic program, and decompose it into single-resource sub-problems by exploiting structural properties of optimal Lagrangian variables. We combine the solutions to the sub-problems to define a dynamic pricing policy, and propose novel upper bounds on the optimal revenue to evaluate our pricing mechanism. SB37

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