{"id":16314,"date":"2026-03-06T14:53:24","date_gmt":"2026-03-06T07:53:24","guid":{"rendered":"https:\/\/isd.neu.edu.vn\/?p=16314"},"modified":"2026-03-12T15:36:55","modified_gmt":"2026-03-12T08:36:55","slug":"seminar-a-choice-based-model-of-product-design-cua-giao-su-sanjoy-ghose","status":"publish","type":"post","link":"https:\/\/isd.neu.edu.vn\/en\/seminar-a-choice-based-model-of-product-design-cua-giao-su-sanjoy-ghose\/","title":{"rendered":"Seminar \u201cA Choice Based Model of Product Design\u201d c\u1ee7a Gi\u00e1o s\u01b0 Sanjoy Ghose"},"content":{"rendered":"

Trong khu\u00f4n kh\u1ed5 chu\u1ed7i t\u1ea1o \u0111\u00e0m khoa h\u1ecdc c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh Ti\u1ebfn s\u0129 b\u1eb1ng ti\u1ebfng Anh (E-PhD), chi\u1ec1u ng\u00e0y 05\/3\/2026 t\u1ea1i ph\u00f2ng 15.01, nh\u00e0 A1, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n \u0111\u00e3 di\u1ec5n ra bu\u1ed5i seminar h\u1ecdc thu\u1eadt v\u1edbi ch\u1ee7 \u0111\u1ec1 \u201cA Choice Based Model of Product Design\u201d, do Gi\u00e1o s\u01b0 Sanjoy Ghose, Gi\u00e1o s\u01b0 Marketing \u2013 Judith H. and Gale E. Klappa Endowed Professor of Marketing, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Wisconsin\u2013Milwaukee (Hoa K\u1ef3) tr\u00ecnh b\u00e0y.<\/em><\/p>\n\n\n

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Quang c\u1ea3nh bu\u1ed5i to\u1ea1 \u0111\u00e0m<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Bu\u1ed5i seminar thu h\u00fat s\u1ef1 tham gia c\u1ee7a c\u00e1c nghi\u00ean c\u1ee9u sinh, gi\u1ea3ng vi\u00ean v\u00e0 nh\u00e0 nghi\u00ean c\u1ee9u quan t\u00e2m \u0111\u1ebfn c\u00e1c l\u0129nh v\u1ef1c kinh t\u1ebf, kinh doanh, qu\u1ea3n tr\u1ecb v\u00e0 c\u00e1c ng\u00e0nh khoa h\u1ecdc x\u00e3 h\u1ed9i li\u00ean ng\u00e0nh. Trong b\u00e0i tr\u00ecnh b\u00e0y c\u1ee7a m\u00ecnh, Gi\u00e1o s\u01b0 Sanjoy Ghose \u0111\u00e3 gi\u1edbi thi\u1ec7u m\u1ed9t m\u00f4 h\u00ecnh t\u00edch h\u1ee3p gi\u1eefa thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m v\u00e0 h\u00e0nh vi l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, trong \u0111\u00f3 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u c\u1ee7a m\u00f4 h\u00ecnh l\u00e0 c\u00e1c meta-attributes thay v\u00ec c\u00e1c \u0111\u1eb7c t\u00ednh r\u1eddi r\u1ea1c c\u1ee7a s\u1ea3n ph\u1ea9m. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y cho ph\u00e9p n\u1eafm b\u1eaft nh\u1eefng t\u01b0\u01a1ng t\u00e1c ph\u1ee9c t\u1ea1p gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh s\u1ea3n ph\u1ea9m trong qu\u00e1 tr\u00ecnh ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn.<\/p>\n\n\n

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Gi\u00e1o s\u01b0 Sanjoy Ghose b\u00ean tr\u00e1i \u1ea3nh gi\u1edbi thi\u1ec7u v\u1ec1 nghi\u00ean c\u1ee9u t\u1ea1i bu\u1ed5i to\u1ea1 \u0111\u00e0m<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

M\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean multivariate copula, cho ph\u00e9p t\u00edch h\u1ee3p c\u00e1c ph\u00e2n ph\u1ed1i bi\u00ean \u0111\u1ea1i di\u1ec7n cho c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c nhau c\u1ee7a h\u00e0nh vi l\u1ef1a ch\u1ecdn. Theo k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y, m\u00f4 h\u00ecnh \u0111\u1ec1 xu\u1ea5t cho th\u1ea5y \u0111\u1ed9 ph\u00f9 h\u1ee3p (goodness-of-fit) cao h\u01a1n v\u00e0 kh\u1ea3 n\u0103ng d\u1ef1 b\u00e1o ngo\u00e0i m\u1eabu t\u1ed1t h\u01a1n so v\u1edbi c\u00e1c m\u00f4 h\u00ecnh so s\u00e1nh hi\u1ec7n c\u00f3. Nh\u1eefng ph\u00e2n t\u00edch v\u00e0 k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u n\u00e0y mang l\u1ea1i nhi\u1ec1u g\u1ee3i m\u1edf cho vi\u1ec7c nghi\u00ean c\u1ee9u c\u1ea5u tr\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh, ph\u00e2n t\u00edch d\u1eef li\u1ec7u kinh doanh, chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 v\u00e0 t\u1ed1i \u01b0u h\u00f3a thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

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K\u1ebft th\u00fac bu\u1ed5i to\u1ea1 \u0111\u00e0m, Thay m\u1eb7t L\u00e3nh \u0111\u1ea1o Vi\u1ec7n, PGS.TS. B\u1ea1ch Ng\u1ecdc Th\u1eafng \u0111\u00e3 tr\u00e2n tr\u1ecdng g\u1eedi t\u1eb7ng Gi\u00e1o s\u01b0 Sanjoy Ghose m\u00f3n qu\u00e0 nh\u1ecf c\u1ee7a \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n (NEU) c\u1ea3m \u01a1n Gi\u00e1o s\u01b0 \u0111\u00e3 nh\u1eadn l\u1eddi \u0111\u1ebfn th\u0103m NEU v\u00e0 chia s\u1ebb \u1edf Seminar c\u1ee7a E-PhD v\u1edbi ti\u00eau \u0111\u1ec1 r\u1ea5t th\u00fa v\u1ecb, th\u1ef1c ti\u1ec5n nh\u01b0ng c\u0169ng m\u1edbi v\u00e0 kh\u00f3.<\/p>\n\n\n

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PGS.TS. B\u1ea1ch Ng\u1ecdc Th\u1eafng – Ph\u00f3 Vi\u1ec7n tr\u01b0\u1edfng Vi\u1ec7n PTBV ti\u1ebfp \u0111\u00f3n Gi\u00e1o s\u01b0 Sanjoy Ghose t\u1ea1i VP Vi\u1ec7n<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Tr\u01b0\u1edbc \u0111\u00f3, l\u00e3nh \u0111\u1ea1o Vi\u1ec7n ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u0169ng \u0111\u00e3 ti\u1ebfp \u0111\u00f3n Gi\u00e1o s\u01b0 Sanjoy Ghose t\u1ea1i v\u0103n ph\u00f2ng c\u1ee7a Vi\u1ec7n, 2 b\u00ean \u0111\u00e3 c\u00f3 th\u1eddi gian n\u00f3i chuy\u1ec7n, trao \u0111\u1ed5i th\u00fa v\u1ecb: Gi\u00e1o s\u01b0 Sanjoy Ghose l\u00e0 chuy\u00ean gia h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c m\u00f4 h\u00ecnh h\u00f3a nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u00d4ng \u0111\u00e3 c\u00f4ng b\u1ed1 h\u01a1n 70 b\u00e0i b\u00e1o khoa h\u1ecdc tr\u00ean nhi\u1ec1u t\u1ea1p ch\u00ed h\u1ecdc thu\u1eadt uy t\u00edn qu\u1ed1c t\u1ebf nh\u01b0 Marketing Science<\/em>, Journal of Marketing<\/em>, Journal of Marketing Research<\/em>, Production and Operations Management Journal<\/em>, International Journal of Research in Marketing<\/em>, European Journal of Operational Research<\/em>, c\u00f9ng nhi\u1ec1u t\u1ea1p ch\u00ed khoa h\u1ecdc kh\u00e1c. \u00d4ng c\u0169ng l\u00e0 th\u00e0nh vi\u00ean c\u1ee7a Institute for Operations Research and the Management Sciences (INFORMS) v\u00e0 l\u00e0 th\u00e0nh vi\u00ean Ban bi\u00ean t\u1eadp c\u1ee7a Journal of Business Research<\/em> and Journal of Marketing Analytics<\/em>. Trong s\u1ef1 nghi\u1ec7p nghi\u00ean c\u1ee9u, Gi\u00e1o s\u01b0 Ghose \u0111\u00e3 nhi\u1ec1u l\u1ea7n \u0111\u01b0\u1ee3c trao Izzet Sahin Memorial Research Award c\u1ee7a Lubar College.<\/p>\n\n\n\n

Chu\u1ed7i E-PhD Seminar Series l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng h\u1ecdc thu\u1eadt trong khu\u00f4n kh\u1ed5 Ch\u01b0\u01a1ng tr\u00ecnh E-PhD c\u1ee7a Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n, nh\u1eb1m t\u1ea1o di\u1ec5n \u0111\u00e0n trao \u0111\u1ed5i h\u1ecdc thu\u1eadt cho nghi\u00ean c\u1ee9u sinh, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u tr\u1ebb v\u00e0 gi\u1ea3ng vi\u00ean trong c\u00e1c l\u0129nh v\u1ef1c kinh t\u1ebf, kinh doanh, qu\u1ea3n tr\u1ecb v\u00e0 c\u00e1c ng\u00e0nh khoa h\u1ecdc x\u00e3 h\u1ed9i li\u00ean ng\u00e0nh. Th\u00f4ng qua c\u00e1c bu\u1ed5i seminar, ch\u01b0\u01a1ng tr\u00ecnh g\u00f3p ph\u1ea7n th\u00fac \u0111\u1ea9y trao \u0111\u1ed5i h\u1ecdc thu\u1eadt, m\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi nghi\u00ean c\u1ee9u v\u00e0 t\u0103ng c\u01b0\u1eddng h\u1ee3p t\u00e1c khoa h\u1ecdc trong c\u1ed9ng \u0111\u1ed3ng h\u1ecdc thu\u1eadt.<\/p>\n\n\n\n

Article and photos: Institute for Sustainable Development<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Trong khu\u00f4n kh\u1ed5 chu\u1ed7i t\u1ea1o \u0111\u00e0m khoa h\u1ecdc c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh Ti\u1ebfn s\u0129 b\u1eb1ng ti\u1ebfng Anh (E-PhD), chi\u1ec1u ng\u00e0y 05\/3\/2026 t\u1ea1i ph\u00f2ng 15.01, nh\u00e0 A1, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n \u0111\u00e3 di\u1ec5n ra bu\u1ed5i seminar h\u1ecdc thu\u1eadt v\u1edbi ch\u1ee7 \u0111\u1ec1 \u201cA Choice Based Model of Product Design\u201d, do Gi\u00e1o s\u01b0 Sanjoy Ghose, Gi\u00e1o s\u01b0…<\/p>","protected":false},"author":3,"featured_media":16317,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56,54],"tags":[],"class_list":["post-16314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dao-tao-e-phd","category-tin-tuc-su-kien"],"_links":{"self":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=16314"}],"version-history":[{"count":3,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16314\/revisions"}],"predecessor-version":[{"id":16322,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16314\/revisions\/16322"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/media\/16317"}],"wp:attachment":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=16314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=16314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=16314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}