Hello! I’m Si ZUO 左思
How to say my name? See Zoo-oh
I am a fourth-year Ph.D. in Strategy and Business Economics, SC Johnson Graduate School of Management & Economics Department, Cornell University.
My research interests are industrial organization and quantitative marketing. Specifically, I am interested in digitalization and retailing.
In addition, I am passionate about teaching and have served courses on data analysis, modeling, business strategy, microeconomics theory, and game theory as an instructor or a teaching assistant.
Working Paper & Work in Progress
Price Signaling and Reputation Building: Evidence from a Consulting Platform, with Yangguang Huang and Chenyang Li
Covered by South China Morning Post. Presented in International Industrial Organization Conference (2022, Boston, scheduled), North America SummerMeeting (2022, Miami, scheduled), Asia-Pacific Industrial Organization Conference (2021, NUS)
Stores Going Online: Market Expansion or Cannibalization? , with Yangguang Huang and Chenyang Li
With the rise of e-commerce, more and more chain stores have opened online sales channels. For one chain, there are usually one online store and many offline stores. Online stores may cannibalize the sales of the existing physical stores because of their advantage in lower shopping costs. On the other hand, the online sales channel is usually a tool for advertisement, which may expand the offline store's market. From our novel daily revenue data of 380 offline stores from 2016 to 2020, we identify the countervailing cannibalization effect and the informative effect of opening up online branches on offline stores. We first use exogenous demand shocks (weather, Covid-19, and online shopping festivals) to provide solid evidence of these two effects. We then separately estimate these two effects by a structural model. We find that the cannibalization effect dominates the informative effect in most cases. The electronics category has the largest cannibalization effect, while the cosmetics and jewelry category has the smallest.
Externality Within the Shopping Mall, with Tianli Xia
Many papers show there exists the externality among shops within a mall or shopping street, but there is little study about how the externality changes across space and categories. Using the novel daily data of 380 stores in a large mall from 2016 to 2020, we identify the externalities from anchor stores using the anchor stores' promotional events. We adopt a new IV for a store's promotion: the promotional events of the other stores under the same brand in the same city. Then we show how the externalities vary across floors, distance, and store categories, which is unique to the existing literature. Finally, we use simulations to illustrate how rent contracts and store allocations could internalize the externalities among shops and provide managerial suggestions.
Industrial Organization Research Workshop (Instructor) Syllabus
CICER Winter Camp for Undergraduates, Cornell Institute for China Economic Research, Cornell University.
I introduced the discrete choice model in industrial organization and instructed students to conduct independent research projects using Stata. I provided instruction on modeling, data collecting and cleaning, regression, estimation, writing, and presentation.
Data Analysis and Modeling (Teaching Assistant with Sessions)
MBA Core Course, for Omid Rafieian, SC Johnson Graduate School of Management, Cornell University
Applied Microeconomics II: Game Theory (Teaching Assistant)
Ph.D. Core Course, for Michael Waldman, Dyson School of Applied Economics and Management, Cornell University
Microeconomics Theory I (Teaching Assistant with Sessions)
Ph.D. Core Course, for David Easley, Economics Department, Cornell University
Summer 2021 & Fall 2020
Microeconomics for Management (Teaching Assistant)
MBA Core Course, for Yi Chen & Michael Waldman, SC Johnson Graduate School of Management, Cornell University
Winter 2021 & Spring 2021
Strategy (Teaching Assistant)
Cornell-Tsinghua Finance MBA Core Course, for Thomas Jungbauer, SC Johnson Graduate School of Management, Cornell University