Associate Professor Yupin Yang joined the Beedie School of Business in September 2007 from the University of Toronto where she earned a PhD in marketing. A love of sports spills over into her research, which focuses on sports marketing and branding strategies. Her research also includes search advertising, and pricing in hospitality industry. Her research has been published in many top research journals including Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Interactive Marketing, and Annals of Tourism Research.
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讲座题目：An empirical investigation of director selection in movie preproduction: A two-sided matching approach
讲座摘要：This paper examines how movie producers recruit directors in the preproduction phase as mutual choices in a two-sided matching model. It conceptualizes that movie attributes and filmmaker characteristics determine the matching outcomes (“who directed which movie”) and in turn indirectly affect movie box office. We exploit a dataset of 4,807 feature films from 1990 to 2010 to examine empirically the complementarities between the movie/producer side and the director side in terms of movie budget, filmmaker track records and social relations. A series of simulations suggest that social relations facilitate positive assortative matching. Further simulation analyses are conducted to quantify the financial implications of movie–director mismatches, as well as the indirect effects of production budget and producer characteristics. The simulation results show that: a) the financial implications of having a mismatched director can be substantial; and b) the indirect effect of production budget and producer characteristics affect movie box office in an interactive manner. These findings can help filmmakers to better understand the financial impacts of movie–director choices and make more informed decisions at the early phase of preproduction.