讲座题目：Does GenAI Create or Destroy Value? — Evidence from the Retail Sector/ 生成式人工智能创造价值还是破坏价值？——来自零售业的证据
主 讲 人：曹兰兰NEOMA Business School, France教授
讲座时间：2026年4月22日（周三）10:00-11:30
讲座地点：学院南路校区主教学楼615
主 持 人：顾雷雷中央财经大学商学院教授
主讲人介绍：
曹兰兰，法国诺欧商学院市场营销学教授。研究方向聚焦零售企业在环境变革下的战略响应与价值创造，涵盖国际零售、数字化转型、全渠道协同、人工智能与新技术创新管理。研究成果发表于 Journal of Retailing, International Journal of Electronic Commerce, Journal of Interactive Marketing, International Business Review 等国际期刊。现任诺欧零售管理硕士项目主任。
摘要：
Does GenAI create or destroy value? Drawing on the resource-based view, we argue that the answer depends on whether GenAI complements or conflicts with a retailer's existing resources. Using an event study of 88 GenAI adoption announcements by U.S. retailers, we find that investor reactions are negative on average—suggesting that, in typical retail configurations, GenAI conflicts with customer relationship resources. However, this effect varies systematically across firms.Itisamplified for retailers serving predominantly female clientele, where relational resources are central. It is attenuated for retailers with physical stores, where complementary assets mitigate risk. For service-oriented retailers, the reaction is modestly negative, reflecting their vulnerability to perceived artificiality. This study contributes to innovation management by identifying boundary conditions of GenAI value creation and resolving the paradox of how micro-level productivity gains can coexist with firm-level value destruction. Our findings suggest that GenAI adoption should be evaluated not as a binary decision, but as a strategic fit problem.
摘要（中文）：生成式人工智能（GenAI）到底创造价值还是破坏价值？本研究基于资源基础观，提出答案取决于其与零售商现有资源的关系——互补还是冲突。通过对88个美国零售商GenAI采纳公告的事件研究，我们发现平均市场反应为负——这暗示在典型零售配置下，GenAI与客户关系资源存在冲突。但这种负面效应因企业而异：面向女性客群的零售商负面反应更强，因为关系资源是它们的核心；拥有实体店的零售商负面反应较弱，因为互补资产缓解了风险；服务导向型零售商同样呈现微弱负面反应，反映出它们对感知人工感的脆弱性。本研究为创新管理贡献了GenAI价值创造的边界条件，并解释了“微观生产力提升为何未能转化为企业价值”这一悖论。结论表明：GenA采纳不是二元决策，而是战略匹配问题。
审核：林嵩
