By James D. Abbey, Margaret G. Meloy, Joseph Blackburn, and Daniel R. Guide📧
In California Management Review, 2015, 57 (4): 26–42. https://doi.org/10.1525/cmr.2015.57.4.26
Consumer product returns in the United States are approaching three-hundred billion dollars annually. In the majority of cases, the returned products are perfectly functional convenience returns. Managers have a multi-billion dollar profit opportunity to reuse the products by strategically employing remanufacturing. Yet, remanufacturing has multiple barriers that must be understood and addressed. This article addresses several key managerial issues regarding remanufactured consumer products. First, will consumers buy remanufactured products? Second, will the green consumer segment desire remanufactured products? Third, will remanufactured product sales cannibalize new product sales? Finally, this article provides guidance regarding pricing and cannibalization mitigation strategies.
Keywords: Sustainability; Supply Chain; Marketing Strategy