近期，工商管理学院张逸颖老师作为第一作者，与Xiaosong Peng,Xiande Zhao,Yang Lei合作的文章An Empirical Investigation of Manufacturers’ Operations Innovations in New Product Development Enabled by E-commerce Platforms在国际权威期刊Production and Operations Management发表。该期刊在国际管理学界享有极高的学术声誉，与OR，MS，MSOM一起被公认为管理科学和运营管理领域的四大顶级期刊。

Abstract

E-commerce platforms are playing an increasingly important role in influencing manufacturers’ supply chain and product decisions. An emerging supply chain innovation, known as the platform-based consumer-to-manufacturer (PC2M) model, has been initiated by several large e-commerce platforms based on established digital links between consumers and manufacturers. These links enable consumer inputs into manufacturers’ operations, indirectly by capturing consumer preferences from platform-accumulated big data and directly by enabling consumer interaction with manufacturers through the e-commerce platform. Although manufacturers are increasingly integrating PC2M into new product development (NPD), there is little research on operations innovations in connection with the PC2M model and its impact on manufacturers’ new product success. To fill this research gap, we investigate the PC2M model of JD.com, a leading e-commerce platform in China that launched the PC2M model in 2018. We first identify two uses of PC2M by manufacturers to facilitate product development—platform-enabled big data analytics (PBA) and platform-enabled simulated product trials (PST)—and explore how PC2M enables operations innovations in NPD. Next, drawing on the knowledge-based view, we develop research hypotheses and empirically examine whether PC2M adoption improves new product performance using a large-scale, transactional dataset from JD.com. Through a series of carefully executed analyses, our study consistently finds that use of either PBA or PST in manufacturers’ NPD processes improves new product performance. We also explore how these effects vary across product types and markets with varying new product introduction rates. The findings offer important managerial insights for improving new product success in today’s data-rich environment.

电子商务平台在制造商供应链管理和决策方面扮演着越来越重要的角色。当前，大型的电商平台们凭借其在消费者与制造商之间建立的数字链接，引领实现了一种的新兴的供应链创新模式，被称为基于平台的消费者直连制造(PC2M)模式。电商平台通过积累的大数据间接捕捉消费者偏好，或通过平台链接使消费者与制造商直接互动，从而影响制造商的运营。尽管制造商越来越多地将PC2M模式整合到其新产品开发中，但目前关于PC2M模式对于新产品的影响的研究还很少。为了填补这一研究空白，我们研究了中国领先的电子商务平台京东的PC2M模式，该平台于2018年推出了PC2M模式。首先，我们确定了制造商利用PC2M促进产品开发的两种常见方式：平台支持的大数据分析(PBA)和平台支持的产品仿真试验(PST)，并探讨了两种模式如何在新产品开发中实现创新。接下来，基于知识管理的理论视角，我们提出研究假设，并利用大规模交易数据集进行实证验证，检验PC2M模式的采用是否改善了新产品的市场表现。通过一系列严谨因果分析方法，我们的研究发现，制造商在新产品开发过程中使用PBA或PST都能不同程度改善新产品的市场表现。另外，我们还探讨了这一影响在不同类型产品和不同市场中如何变化。这些发现为改善当今数据丰富环境下的新产品开发提供了重要的管理学洞见。

张逸颖，湖南大学工商管理学院信息管理与电子商务系助理教授。研究领域：大数据与商务分析，电商平台创新，供应链管理与创新等。论文发表在Production and Operations Management、 Information & Management等期刊。