At the invitation of the School of Management and Economics, Professor Song Peijian of Nanjing University Business School delivered an academic report entitled "Empirical Research on Data Driven Management: Taking Two Papers as Examples" at 4 p.m. on May 19, 2023 in Conference Room 216 of the main building. The lecture was presided over by Professor Li Yangjun, and many teachers and students from the college attended the lecture.
At the beginning of the report, Professor Song introduced to us that the basic research framework of empirical papers consists of three aspects: phenomena, data, and theory. A good empirical paper requires us to seek breakthroughs and innovations in theory, phenomena, or data. The original research approach usually starts from theory and extends to phenomena and data, which poses a problem of disconnection between scientific research, practice, and teaching for management scholars. Therefore, the current research approach mainly starts from data and explores the issues that enterprise managers are concerned about by collaborating with enterprises to obtain data, revealing phenomena and enriching theories.
Professor Song then elaborated more specifically on this research approach driven by enterprise data using two empirical research papers as examples. In the first paper, Professor Song collaborated with Suning Electric Appliances to explore how Suning Electric Appliances' omnichannel retail strategy affects customers' online and offline purchasing behavior using Suning's product purchase data. This paper demonstrates the advantages of collaborating with enterprises in obtaining research data. In the second paper, Professor Song conducted a random field experiment in collaboration with rental platforms to explore how the value co creation and acquisition of tenants and landlords affect the handling of customer complaints by third-party platforms. The paper emphasizes the possibility and convenience of collaborating with enterprises for conducting random field experiments.
Finally, Professor Song concluded that data-driven management research requires scholars to have more exposure to enterprises and remain sensitive to research trends and data in this field. At the same time, scholars also need to be familiar with basic theoretical knowledge and better apply it to the analysis of enterprise management data. Management scholars achieve a positive cycle of research, teaching, and management practice through the mutual transformation of horizontal and vertical topics.
After the report, the attending teachers and students had a positive discussion with Professor Song, which received a lot of inspiration. The report received a warm response and received unanimous praise from teachers and students.
Introduction to the reporter:
Song Peijian, Professor, Department of Marketing and E-Commerce, Nanjing University Business School, Doctoral Supervisor, Director of MBA Education Center. I mainly engage in research in the fields of management information systems and e-commerce, and have carried out a series of work around digital platform management and e-commerce operations. In recent years, he has published more than 30 papers in the international top journals MIS Quarterly, Information Systems Research, Production and Operations Management and the domestic first-class journal Journal of Management science. The research work was supported by the Outstanding Youth Program of the National Natural Science Foundation of China in 2019. The paper has won the Theoretical Contribution Award of the China Society for Information Economy (2018), the Excellent Achievement Award of the China Society for Information Economy (2019, 2020), and the High Cited Paper for Production and Operations Management from 2020 to 2021. Teaching has won the second prize of MBA teaching in Nanjing University Business School (2018), the first prize of MBA teaching (2021), and the May 4th Youth Medal of Nanjing University (2021). Served as the deputy editor of the international journal Electronic Commerce Research Applications, a member of the Journal of Global Information Management Review Committee, a field editorial board member of the Journal of Systems Management and the Journal of Economic Management, and a special communication expert for the Frontiers of Engineering Management Technology. He also serves as the Secretary General of the Platform Management Committee of the China Information Economy Society, Vice President of the Nanjing Enterprise Federation, and Vice President of the Nanjing Entrepreneur Association.
