市场营销系学术讲座系列2021年第24讲

主 题：Return on Safety Training

主讲人: 陈一行（美国圣母大学门多萨商学院助理教授）

时 间：2021-12-01 10:00

地 点：明商712会议室

语 言：中英文

讲座摘要：

Firms devote significant resources to safety-training programs with the aim to mitigate financial loss due to safety incidents and create customer value. From both practical and theoretical perspectives, it is important to know (1) whether safety-training programs mitigate financial loss, so that senior management can maintain the support for them, and (2) whether safety-training programs contribute to firm sales so firms can use them as a critical marketing lever to communicate value to customers. Yet, there is a lack of empirical evidence on the return on safety-training programs. The authors establish a consistent set of links between safety-training programs and financial outcomes in different settings across three studies. Study 1 shows that a 10-percentage-point increase in safety-training completion mitigates financial loss by 6% to 13% using safety reports from 1,199 locations of a business-to-business oilfield services company. Study 2 shows that firms emphasizing safety training in their Form 10-Ks are associated with 4% to 15% higher sales among 8,824 publicly traded companies between 1998 and 2018. Study 3 finds a positive association between safety investments and sales among 4,236 workplaces based on a national survey in South Korea. These effects are more pronounced among smaller locations, firms, and workplaces, suggesting that firms need to tailor safety-training programs to maximize their financial return.

主讲人简介：

陈一行，博士，现任美国圣母大学门多萨商学院（Mendoza College of Business, University of Notre Dame）市场营销系助理教授以及哈珀癌症研究所和Eck全球卫生研究院的研究员。他于2020年获得美国德州农工大学梅斯商学院的工商管理(市场学)博士学位。其研究领域包括：营销的社会效应（医疗、教育、能源）和数字营销战略，他的学术论文发表于国际顶级期刊Journal of Marketing和Journal of Marketing Research。他于2021年先后获得美国市场营销协会John A. Howard年度博士论文奖和德州农工大学杰出博士论文奖。他合著的论文两次提名美国市场营销协会Journal of Marketing MSI/H. Paul Root年度最佳论文奖 (2019, 2021), 该奖项旨在表彰论文作者对对产业实践的突出贡献。他担任门多萨商学院本科、商业硕士、以及工商管理硕士项目《营销数据分析》课程的教学工作并曾获得梅斯商学院院长杰出教学奖。陈一行博士同时也担任国际顶级期刊Journal of Marketing Research，Marketing Science， Management Science 和国际著名期刊 International Journal of Research in Marketing, Journal of the Academy of Marketing Science的审稿人。