Implications of channel structure for marketing remanufactured products

Xiong, Yu and Yan, Wei (2016) Implications of channel structure for marketing remanufactured products. European Journal of Industrial Engineering, 10 (1). pp. 126-144. ISSN 1751-5254

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Abstract

Even though more and more manufacturers are selling remanufactured products through their own e-channels or subcontracting the marketing activity to third parties, there is scant literature addressing the implications of channel structures for marketing remanufactured products. To fill this void, we analyse two two-period models in which a manufacturer sells remanufactured products either: 1) through its own e-channel (Model M); 2) through a third party (Model 3P). For both these models, we identify the remanufacturing cost savings thresholds that determine the strategic choice. Our analysis suggests that the retailer can benefit from the strategy of selling remanufactured products through a manufacturer-owned e-channel but that selling remanufactured products through a third party is always detrimental to the reseller. Among other results, we find that when the remanufacturing cost savings is not too pronounced, the manufacturer makes more profit in Model 3P, but when the remanufacturing cost savings is pronounced, the opposite is true.

Item Type:	Article
Uncontrolled Keywords:	distribution channels; remanufacturing; market cannibalisation; game theory
Subjects:	N100 Business studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Paul Burns
Date Deposited:	14 Apr 2016 09:23
Last Modified:	19 Nov 2019 09:49
URI:	http://nrl.northumbria.ac.uk/id/eprint/26548

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