演讲题目：a new look at long-term focus in competitive environment : increasing profit vs. risk reduction
演讲嘉宾：tae ho song，pusan national university，assistant professor
演讲时间：9月22日（周二）上午10:00-11:30
演讲地点：嘉庚一（保欣丽英楼）409室
主持人：袁喜娜 副教授
摘要：
academics and practitioners have claimed that long-term focused strategy, such as
customer relationship management (crm), enhances a company’s long-term performance bycreating and managing customer value. however, a significant number of companiesadopting long-term focused strategy, specifically crm, have cast strong doubts on its abilityof creating sustainable long-term performance. this doubt has been even growing under thecurrent competitive marketing environments. there is an urgent call for researchers todevelop a new insight into the role of long-term focused strategy in today’s turbulent businessenvironments. the present research investigates a new role of long-term strategies inproducing superior firm performance. first, we developed a game theory model between twocompeting firms to compare long-term focused strategy (i.e., long-term profit or customerequity maximization) with a short-term focused strategy (i.e., short-term profit maximization).second, we found out nash equilibrium among the existing strategic pairs based onsimulation to compare their performance and find out strategic implications. the results showthat a firm can benefit long-term focused strategy by reducing its risk rather than enhancingthe firm performance. the present research discloses new advantages of long-term focusedstrategies in the current competitive environments.
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