讲座题目：impact of relocation strategy on brand trustworthiness: experimental vignette research on fashion industry
主 讲 人：谢应基（ying kei tse）教授
讲座时间：2023年5月15日（周一）20:00
线上会场：腾讯会议447-321-072
主 持 人：刘晓红 中央财经大学商学院教授
主讲人介绍：
谢应基（ying kei tse）教授系英国卡迪夫大学商学院教授，主要研究领域为：供应链质量管理；供应链风险与韧性；大数据分析；社交媒体数据挖掘；可持续供应链。谢应基教授已在领域内高水平学术期刊如：international journal of operations & production management; international journal of production economics; international journal of production research; supply chain management: an international journal等发表sci/ssci检索论文50余篇。谢应基教授现为international journal of engineering business management副主编，并担任enterprise information system; industrial management & data systems等期刊客座主编。
讲座摘要：
to avoid continued global uncertainty, multinational enterprises have begun to reconsider relocating operations to emerging countries. while re-shoring has been a phenomenon that is well studied, the literature largely overlooks the customer response to far-shoring. therefore, this research investigates the effects of different far-shoring strategies on customer trustworthiness and satisfaction from the perspective of three countries - i.e., far-shoring country, host country, home country. we conduct a three-stage experiment with four far-shoring conditions (i.e., production, design, production & design, remain) with three countries' consumers. results show that far-shoring to vietnam (far-shoring economy) can significantly recover purchase intention compared with remaining in china. for the host economy (china), operating in china obtained the greatest purchase intention and word-of-mouth recovery. lastly, for the home economy (us), relocating to vietnam does not significantly impact customers' purchase intention recovery. however, the strategy of far-shoring design will lead to higher word-of-mouth recovery. actionable winning relocation strategies are identified from the perspective of the far-shoring country, host country, and home country consumers, suggesting that businesses should consider the changes in purchase intention and word-of-mouth from customers’ points of view from different economies fully benefiting from relocation strategy and resource allocation.
