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Operations and Supply Chain Management Commons™
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Articles 1 - 30 of 409
Full-Text Articles in Operations and Supply Chain Management
Generative Ai Adoption And Solvers' Popularity On Supply-Driven Crowdsourcing Platforms: The Dual Role Of Price Signals, Zimeng Zhu, Carol Hsu, Fiona Fui-Hoon Nah, Na Liu
Generative Ai Adoption And Solvers' Popularity On Supply-Driven Crowdsourcing Platforms: The Dual Role Of Price Signals, Zimeng Zhu, Carol Hsu, Fiona Fui-Hoon Nah, Na Liu
Research Collection School Of Computing and Information Systems
Purpose – We investigate the effect of solvers’ adoption of Generative AI (GenAI) on their popularity in a supply-driven crowdsourcing platform. We also examine the impact of price signals as well as their heterogeneous impact based on the solvers’ membership duration on the platform. Design/methodology/approach – Our analysis focuses on solvers who adopt GenAI for design-related gigs on the supply-driven crowdsourcing platform. By combining propensity score matching (PSM) with multi-period difference-in-differences (DID), we examine how GenAI adoption impacts solvers’ popularity and how price signals affect this main effect. Findings – Our findings reveal that solvers who adopt GenAI tend to …
Integrated Optimization Of Farmland Cultivation And Fertilizer Application: Implications For Farm Management And Crop Production, Onur Boyabatli, Lusheng Shao, Yangfang (Helen) Zhou
Integrated Optimization Of Farmland Cultivation And Fertilizer Application: Implications For Farm Management And Crop Production, Onur Boyabatli, Lusheng Shao, Yangfang (Helen) Zhou
Research Collection Lee Kong Chian School Of Business
Motivated by the fresh produce industry, this paper studies a farmer’s joint cultivation and fertilizer (a representative farm input) application decisions facing uncertainties in yield, crop price, and harvesting cost where the latter two are yield dependent and yield is stochastically increasing in the fertilizer application rate. We develop a two-stage stochastic model of a farmer growing a commodity crop in a single season to maximize the expected profit. We then use the model to evaluate the optimal expected harvest volume (a measure of crop production). Our analytical analysis is complemented with numerical experiments calibrated to data. We characterize how …
Robust Generator Maintenance Schedule For Frequency-Secure Power Systems, Yang Yang, Qiuzhuang Sun, Jimmy Chih-Hsien Peng, Loon Ching Tang, Zhisheng Ye
Robust Generator Maintenance Schedule For Frequency-Secure Power Systems, Yang Yang, Qiuzhuang Sun, Jimmy Chih-Hsien Peng, Loon Ching Tang, Zhisheng Ye
Research Collection College of Integrative Studies
Problem definition: Normal operations of a power system require that alternating current frequency be maintained at a nominal value, for example, 50 Hz, whereas severe deviation from this value due to power deficiencies can cause cascading generator trips. Maintaining the frequency requires adequate inertia and frequency regulation reserve, which are primarily provided by online generators. In daily operations, generators due for preventive maintenance must be taken offline, and thus an improper maintenance schedule could jeopardize frequency security, as exemplified by the recent Texas power blackout. However, this natural nexus between frequency security and maintenance has been over-looked largely in the …
From Trees To Treewidth: Inventory Management In Complex Supply Chain Networks, Philippe Blaettchen, Andre Calmon, Georgina Hall, Mohit Tawarmalani
From Trees To Treewidth: Inventory Management In Complex Supply Chain Networks, Philippe Blaettchen, Andre Calmon, Georgina Hall, Mohit Tawarmalani
Research Collection Lee Kong Chian School Of Business
We propose an exact solution approach to the Guaranteed Service Model (GSM), one of the most widely applied models for optimizing safety stock placement in supply chain networks. Based on linear programming (LP), our approach handles any directed acyclic network and any cost function that depends on a stage's incoming and outgoing service times. It scales polynomially in the number of nodes n in the network, and exponentially in its treewidth, which quantifies how "tree-like" a network is, and can be much smaller than n. This contrasts with existing approaches, which scale exponentially in n. The proof of exactness of …
From Suppliers’ Esg Performance To Corporate Bargaining Power With Customers: A Supply Chain Advantage Transmission Perspective, Minghao Du
Dissertations and Theses Collection (Open Access)
With the growing awareness of sustainable development, Environmental, Social, and Governance (ESG) practices has increasingly become a critical source for firms to meet stakeholder demands and gain new competitive advantages. In particular, under the backdrop of rising supply chain risks, stakeholder concerns are no longer confined to the ESG performance of individual firms; rather, they have expanded to encompass the entire supply chain, attaching equal importance to the ESG performance of both focal firms and their supply chain partners. With the continuous tightening of ESG regulatory requirements, customers may move beyond managing the ESG practices of first-tier suppliers to paying …
Compliance Supervision And Firm Performance: An Empirical Study On Digital Transformation Of The Pharmaceutical Manufacturing Industry, Jun Ma
Dissertations and Theses Collection (Open Access)
The biopharmaceutical industry, characterized by stringent global regulatory oversight, faces a pivotal theoretical tension regarding the nexus between regulatory compliance and corporate performance. The traditional perspectives often frame compliance as an “operational burden”, while the emerging viewpoints posit it as a “strategic asset”. Grounded in an integrated framework of the Resource-Based View (RBV) and Dynamic Capability (DC), this study investigates the moderating role of digital transformation in the relationship between Good Manufacturing Practice (GMP) compliance and corporate performance.
Employing a mixed-method design, this paper conducted two complementary studies. Study 1 adopted a grounded theory based on interviews with nine industry …
How Do Monetary Incentives Affect Prosocial Behavior Among Gig Workers?—Behavioral Experiments Based On Flashex, Peng Xue
Dissertations and Theses Collection (Open Access)
The gig economy has reshaped labor markets. Motivating mobile, loosely contracted gig workers to engage in prosocial behavior is critical for platform governance. This paper uses a randomized field experiment on FlashEx in comparable Chinese cities to examine how monetary incentives affect delivery workers’ prosocial behavior and related economic outcomes.
The main findings of this study are as follows. First, monetary incentives significantly promote gig workers’ prosocial behavior, effectively increasing both the likelihood and frequency of their participation in altruistic acts. This effect is primarily driven by the “instrumental value” mechanism in the gig economy: the platform’s gold coin rewards, …
Joint Capacity Allocation And Job Assignment Under Uncertainty, Peng Wang, Yun Fong Lim, Gar Goei Loke
Joint Capacity Allocation And Job Assignment Under Uncertainty, Peng Wang, Yun Fong Lim, Gar Goei Loke
Research Collection Lee Kong Chian School Of Business
We study a multi-period joint capacity allocation and job assignment problem. The goal is to simultaneously allocate resources across J different supply nodes and assign jobs from I different demand origins to these J supply nodes, so as to maximize the reward for matching or minimize the cost of failure to match. We consider three features: (i) supply is replenishable after some random time, (ii) demand is random, and (iii) demand can wait and needs not be fully fulfilled immediately. Such problems emerge in many service management settings such as fleet re-positioning for car-sharing, and patient management in healthcare. We …
Uncertain Search With Knowledge Transfer, Woonghee Tim Huh, Michael Jong Kim, Meichun Lin
Uncertain Search With Knowledge Transfer, Woonghee Tim Huh, Michael Jong Kim, Meichun Lin
Research Collection Lee Kong Chian School Of Business
We consider a sequential search over a group of similar alternatives. The individual value of an alternative contains two components, an observable utility and an idiosyncratic value. Observable utilities share an unknown population distribution, which captures the similarity across the alternatives and allows for knowledge transfer within the group. Once a decision maker encounters an alternative, its utility is revealed immediately, whereas the idiosyncratic value is unobservable and needs to be learned by sampling. The goal is to select an alternative with the highest individual value while accounting for the sampling and search costs. A novel feature of this problem …
Eliciting Supplier Cooperation For Value Chain Decarbonization: A Field Experiment With Smallholder Farmers In India, Sukti Ghosh, Jasjit Singh
Eliciting Supplier Cooperation For Value Chain Decarbonization: A Field Experiment With Smallholder Farmers In India, Sukti Ghosh, Jasjit Singh
Research Collection Lee Kong Chian School Of Business
Many firms are pledging to reduce greenhouse gas emissions across their value chains. However, this requires their suppliers to also adopt more climate-friendly practices for decarbonization. This can involve addressing gaps in not only the suppliers’ ability but also their willingness to adopt such practices, which can be challenging if the suppliers perceive the practices as risky or potentially detrimental to their economic well-being. We examine the effectiveness of relational investments to help mitigate this challenge, arguing that relational investments can serve as a signal of the firm’s commitment towards joint value creation. In a field experiment conducted with supplier …
Choice-Based Crowdshipping For Next-Day Delivery Services: A Dynamic Task Display Problem, Alp Arslan, Firat Kilci, Shih-Fen Cheng, Archan Misra
Choice-Based Crowdshipping For Next-Day Delivery Services: A Dynamic Task Display Problem, Alp Arslan, Firat Kilci, Shih-Fen Cheng, Archan Misra
Research Collection School Of Computing and Information Systems
This paper studies integrating the crowd workforce into next-day home delivery services. In this setting, both crowd drivers and contract drivers collaborate in making deliveries. Crowd drivers have limited capacity and can choose not to deliver if the presented tasks do not align with their preferences. The central question addressed is: How can the platform minimize the total task fulfilment cost, which includes payouts to crowd drivers and additional payouts to contract drivers for delivering the unselected tasks by customizing task displays to crowd drivers? To tackle this problem, we formulate it as a finite-horizon Stochastic Decision Problem, capturing crowd …
Algorithm Envelopment In Platform Markets, Liang Chen, Zhou Zhou, Lester Chan
Algorithm Envelopment In Platform Markets, Liang Chen, Zhou Zhou, Lester Chan
Research Collection Lee Kong Chian School Of Business
The theory of platform envelopment rests on network effects as the key mechanism for value creation, which nonetheless receives mixed support for its efficacy in determining competitive outcomes. We argue that the value of network effects depends on matching quality, which is a function of platform-specific algorithm technology and market-level data-driven learning. In formalizing these conceptualizations, we analyze a model that demonstrates how an entrant with a superior algorithm technology may outcompete an incumbent possessing a user base advantage, a strategy we call “algorithm envelopment.” By considering specific characteristics of data-driven learning, our analysis leads to propositions regarding the entry …
Designing Payment Models For The Poor, Bhavani Shanker Uppari, Sasa Zorc
Designing Payment Models For The Poor, Bhavani Shanker Uppari, Sasa Zorc
Research Collection Lee Kong Chian School Of Business
Millions of people in poverty lack access to basic services such as energy, clean water, and cooking gas. Private firms are increasingly delivering these services—for example, by offering solar home systems or clean cooking packages with remote lockout capabilities—through pay-as-you-go (PAYGo) contracts that give consumers flexibility over payment timing and amount to match their erratic cash flows. Because firms cannot observe consumer liquidity, however, consumers may misuse this flexibility and prioritize other needs over repayment. We study how to design contracts that preserve flexibility while creating incentives for timely repayment using an optimal contracting approach. The optimal contract summarizes each …
From Hands-On To Tech-On, Wei Kwan Toh, Bing Qian Lim, Wee Tong Choo
From Hands-On To Tech-On, Wei Kwan Toh, Bing Qian Lim, Wee Tong Choo
Asian Management Insights
The digital future of warehouses.
Mind The Gap: Fixing India’S Demand-Supply Mismatch, Debjit Roy, Anupam Agrawal, Shubham
Mind The Gap: Fixing India’S Demand-Supply Mismatch, Debjit Roy, Anupam Agrawal, Shubham
Asian Management Insights
Adopting advanced technology and a big-picture approach can deliver operational and financial gains.
Research On The Impact Of Supply Chain Digitization On Innovation Performance: Based On Quasi-Natural Experiments And Longitudinal Case Study, Binbin Chen
Dissertations and Theses Collection (Open Access)
The Chinese government prioritizes supply chain digital transformation. Pilot policies for supply chain digitalization will accelerate digital development across industrial and supply chains. While existing research offers substantial empirical evidence on supply chain digitalization, its impact on corporate innovation performance requires further investigation. Based on this, the study constructs a quasi-natural experiment using data from A-share listed companies and appropriate econometric models, demonstrating that supply chain digitalization significantly enhances corporate innovation performance. This effect is statistically and economically significant, providing a foundation for future research. The study also identifies the mechanisms through which supply chain digitalization improves corporate innovation performance, …
Pricing Strategies In Global Channels: Considering The Effects Of Parallel Trade, Yuan-Mao Kao, Yang Yang, Shih-Fen Cheng, Cheng-Hung Wu
Pricing Strategies In Global Channels: Considering The Effects Of Parallel Trade, Yuan-Mao Kao, Yang Yang, Shih-Fen Cheng, Cheng-Hung Wu
Research Collection School Of Computing and Information Systems
Pricing a global product differently across multiple regions is a common but controversial practice. Although price differentiation helps capture unique market characteristics, it also encourages parallel trade, which may affect the overall corporate performance of a global company. We study this problem with a single global business unit (GBU) and multiple local business units (LBUs). The GBU manufactures a product and sets a transfer price for supplying the product to all LBUs, and LBUs decide retail prices for their respective regional markets. Customers can purchase products in any region by comparing LBUs’ prices and other parallel-imported factors, and we construct …
Internet Of Things In Intralogistics: Applications And Emerging Research, Rene De Koster, Debjit Roy, Yun Fong Lim, Subodha Kumar
Internet Of Things In Intralogistics: Applications And Emerging Research, Rene De Koster, Debjit Roy, Yun Fong Lim, Subodha Kumar
Research Collection Lee Kong Chian School Of Business
Managing the performance of intralogistics operations, that is logistics operations within facilities such as manufacturing plants, order fulfillment warehouses, ports and terminals, and retail stores, is critical in fulfilling customer expectations. Traditional decision-making for intralogistics operations is based on historical data, typically collected over long-range intervals with significant processing delays. However, nowadays, Internet of Things (IoT) applications are used to gather detailed real-time data to make dynamic decisions. These new data sources provide challenges and opportunities for operations management. We provide an overview of prominent IoT technologies in four domains: manufacturing, warehousing, ports and terminals, retail, and other emerging areas. …
Performances In Last-Mile Deliveries Involving Cyclic Services Of Shuttles And Cargo Bikes, Byung Kwon Lee, Young Joo Kim, Joyce M. W. Low
Performances In Last-Mile Deliveries Involving Cyclic Services Of Shuttles And Cargo Bikes, Byung Kwon Lee, Young Joo Kim, Joyce M. W. Low
Research Collection Lee Kong Chian School Of Business
This study introduces a novel approximation model that integrates the ideologies of order statistics and max-plus algebra in representing the collection and distribution service schemes of a last-mile delivery system. Under the respective schemes, electric cargo bikes (e-bikes) perform the last-mile delivery near a microhub with shuttles collecting packages from multiple local logistics hubs (or local hubs, for short) and/or distributing packages to multiple microhubs. The framework is designed to estimate the cyclic capacity under varying cargo carrying capacities of the e-bikes and service network configurations. Real-world data, such as the geographic conditions of the streets around the microhubs in …
The Moderating Role Of Digital Multi-Sided Platform On The Firm Value Of Traditional Value-Chain Firms, Chee Pheng Lim
The Moderating Role Of Digital Multi-Sided Platform On The Firm Value Of Traditional Value-Chain Firms, Chee Pheng Lim
Dissertations and Theses Collection (Open Access)
This dissertation examines the strategic value and performance implications for traditional value-chain firms (TVCFs) that adopt digital multi-sided platforms (DMSPs) to augment their existing businesses. DMSPs facilitate interactions among multiple user groups through digital intermediaries, generating self-reinforcing network effects that enhance value creation, reduce operational and transaction costs, and enable collective innovation. Despite the prevalence of platform-based firms, 60% of global unicorns and 7 of the world’s 10 most valuable companies operate digital platforms, empirical research on the value-creation mechanisms of DMSPs remains limited. Anchored in the resource-based view and platform theory, this study investigates how DMSP moderates the relationship …
Optimizing Initial Screening For Colorectal Cancer Detection With Adherence Behavior, Sarah Yini Gao, Yan He, Ruijie Zhang, Zhichao Zheng, Shao Wei Lam Lam, Emile Tan
Optimizing Initial Screening For Colorectal Cancer Detection With Adherence Behavior, Sarah Yini Gao, Yan He, Ruijie Zhang, Zhichao Zheng, Shao Wei Lam Lam, Emile Tan
Research Collection Lee Kong Chian School Of Business
Background: Two-stage screening programs are widely adopted for early colorectal cancer (CRC) detection, where individuals receiving positive outcomes in the first-stage (initial) test are recommended to undergo a second-stage test (colonoscopy) for further diagnosis. Methods: We study the initial test design—the selection of cutoffs for reporting test outcomes—to balance the trade-off between screening effectiveness (i.e., CRC and polyp detection) and efficiency (i.e., colonoscopy costs), incorporating the fact that not all individuals follow up with a colonoscopy after receiving positive outcomes. We integrate the Bayesian persuasion framework with information avoidance to model this problem and apply it to Singapore's CRC screening …
Converting Counterfeiters In Emerging Markets To Authorized Suppliers: A New Anti-Counterfeiting Measure, Liling Lu, Xin Fang, Sarah Yini Gao, Burak Kazaz
Converting Counterfeiters In Emerging Markets To Authorized Suppliers: A New Anti-Counterfeiting Measure, Liling Lu, Xin Fang, Sarah Yini Gao, Burak Kazaz
Research Collection Lee Kong Chian School Of Business
With more products being infringed by counterfeits, anti-counterfeiting measures, such as law enforcement and consumer education, have commonly been adopted in emerging markets. In recent years, “super fakes,” i.e., counterfeits of high quality, have become popular. Super fake manufacturers’ capability to produce high-quality products inspires a new anti-counterfeiting measure: converting counterfeiters to authorized suppliers. To study the effectiveness of this anticounterfeiting measure, our paper employs a game-theoretic model to examine the interactions between a brand-name firm with its home supplier, and a counterfeiter who produces high-quality counterfeits and can be potentially converted to an authorized overseas supplier. Our results show …
Optimal Abort Policy For Mission-Critical Systems Under Imperfect Condition Monitoring, Qiuzhuang Sun, Jiawen Hu, Zhi-Sheng Ye
Optimal Abort Policy For Mission-Critical Systems Under Imperfect Condition Monitoring, Qiuzhuang Sun, Jiawen Hu, Zhi-Sheng Ye
Research Collection College of Integrative Studies
Although most on-demand mission-critical systems are engineered to be reliable to support critical tasks, occasional failures may still occur during missions. To increase system survivability, a common practice is to abort the mission before an imminent failure. We consider optimal mission abort for a system whose deterioration follows a general three-state (normal, defective, failed) semi-Markov chain. The failure is assumed self-revealed, whereas the healthy and defective states have to be inferred from imperfect condition-monitoring data. Because of the non-Markovian process dynamics, optimal mission abort for this partially observable system is an intractable stopping problem. For a tractable solution, we introduce …
Eliciting Supplier Cooperation For Value Chain Decarbonization: A Field Experiment With Smallholder Farmers In India, Sukti Ghosh, Jasjit Singh
Eliciting Supplier Cooperation For Value Chain Decarbonization: A Field Experiment With Smallholder Farmers In India, Sukti Ghosh, Jasjit Singh
Research Collection Lee Kong Chian School Of Business
Many firms are attempting to reduce greenhouse gas emissions across their value chain. However, this requires convincing suppliers to adopt relevant decarbonization practices, which is challenging when the suppliers perceive such practices as risky or detrimental for their economic well-being. We employ a field experiment to examine relational investments (i.e., investments intended to promote mutual benefit for the exchange partners) as a tool for overcoming this challenge. In a research collaboration with a global firm pursuing decarbonization of its agricultural supply chain in India, we investigated the effectiveness of complementing training their supplier farmers on climate-friendly agricultural practices with also …
The Aggregate Welfare And Trade Implications Of Contracting Frictions In Global Sourcing, Davin Chor, Lin Ma
The Aggregate Welfare And Trade Implications Of Contracting Frictions In Global Sourcing, Davin Chor, Lin Ma
Research Collection School Of Economics
How much do contracting frictions between global firms and their suppliers impact country welfare and trade? We answer this by developing a model of global sourcing under partial contractibility, where firm-supplier relationships are exposed to a bilateral holdup problem. Sourcing decisions aggregate into a gravity equation for trade flows by organizational mode (intrafirm vs. arm’s length), which we take to structural estimation. We can then evaluate welfare changes with an extended Arkolakis, Costinot and Rodriguez-Clare (2012) formula that incorporates these contracting frictions. Our counterfactual analysis reveals a sizeable average country welfare gain of 9.2% from eliminating contracting frictions in global …
Extubation Decisions With Predictive Information For Mechanically Ventilated Patients In Icu, Guang Cheng, Jingui Xie, Zhichao Zheng, Haidong Luo, Oon Cheong Ooi
Extubation Decisions With Predictive Information For Mechanically Ventilated Patients In Icu, Guang Cheng, Jingui Xie, Zhichao Zheng, Haidong Luo, Oon Cheong Ooi
Research Collection Lee Kong Chian School Of Business
Weaning patients from mechanical ventilators is a crucial decision in intensive care units (ICUs), significantly affecting patient outcomes and the throughput of ICUs. This study aims to improve the current extubation protocols by incorporating predictive information on patient health conditions. We develop a discrete-time, finite-horizon Markov decision process with predictions of future state to support extubation decisions. We characterize the structure of the optimal policy and provide important insights into how predictive information can lead to different decision protocols. We demonstrate that adding predictive information is always beneficial, even if physicians place excessive trust in the predictions, as long as …
Can Lower(Ed) Expert Opinions Lead To Better Consumer Ratings?: The Case Of Michelin Stars, Xingyi Li, Yiting Deng, Puneet Manchanda, Bert De Reyck
Can Lower(Ed) Expert Opinions Lead To Better Consumer Ratings?: The Case Of Michelin Stars, Xingyi Li, Yiting Deng, Puneet Manchanda, Bert De Reyck
Research Collection Lee Kong Chian School Of Business
Expert opinion exerts tremendous influence on the purchase journey, but its effect on overall consumer experience is ambiguous because it can give rise to both “expectation” and “reputation” effects. This paper explores the effect of expert opinions on consumer experience via the lens of consumer reviews in the restaurant industry, where the expert opinions are conveyed by Michelin stars. The paper uses a unique data set based on the Michelin Guide for Great Britain & Ireland from 2010 to 2020. The data include consumer reviews on TripAdvisor for all restaurants that were awarded Michelin stars during this period and a …
Do Supplier Ceo's National Cultural Origins Affect Supplier-Customer Relationships?, Peng Liang, Hasan Cavusoglu, Nan Hu
Do Supplier Ceo's National Cultural Origins Affect Supplier-Customer Relationships?, Peng Liang, Hasan Cavusoglu, Nan Hu
Research Collection School Of Computing and Information Systems
This study investigates how the national cultural origins of supplier chief executive officers (CEOs), as characterized by Hofstede’s cross-cultural dimensions, influence the duration of supplier–customer relationships. By analyzing the cultural origins of supplier CEOs from 20 countries over a 25-year period, we find that supplier CEOs with high long-term orientation (LTO) and high uncertainty avoidance (UNA) are associated with longer lasting supplier–customer relationships, while those with high individualism (IND) are associated with shorter relationship durations. These findings are robust to several alternative explanations of customer and supplier CEO variables. To address potential endogeneity—specifically, the concern that CEOs with certain cultural …
Major Customers And Carbon Footprints Along The Supply Chain, Saiying Deng, Tinghua Duan, Frank Weikai Li, Xiaoling Pu
Major Customers And Carbon Footprints Along The Supply Chain, Saiying Deng, Tinghua Duan, Frank Weikai Li, Xiaoling Pu
Research Collection Lee Kong Chian School Of Business
This paper examines whether major corporate customers curb corporate carbon emissions along the supply chain. We show that suppliers with a more concentrated customer base have significantly lower carbon emissions. The results are robust to alternative measures of carbon emissions and customer concentration, alternative sample, alternative explanation, and various approaches to mitigate endogeneity concerns. The effect is more pronounced when major customers have made emission-reduction commitment, when they are exposed to greater climate regulatory shocks and risks, and when they become more concerned about regulatory scrutiny. Moreover, the curbing effect of major customers on supplier carbon emissions is stronger when …
Empirical Program Evaluation In Operations Management, Kai Tian
Empirical Program Evaluation In Operations Management, Kai Tian
Dissertations and Theses Collection (Open Access)
This dissertation focuses on advancing and applying empirical program evaluation methodologies in Operations Management (OM), defining it not as mere prediction but as rigorously establishing causal effects of interventions. Chapter 2 lays the theoretical groundwork, defining empirical program evaluation within OM, detailing its alignment with causal inference, and outlining both classical econometric techniques and emerging Causal Machine Learning (CML) approaches for mitigating endogeneity. Building on this foundation, Chapter 3 presents an empirical application, evaluating the causal impact of a customer targeting strategy using live-streaming advertisements, employing Propensity Score Matching (PSM) in conjunction with linear regression models to derive actionable insights …