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Remanufacturing, Third-Party Competition, and Consumers' Perceived Value of New Products

Agrawal, V. V., Atasu, A. & van Ittersum, K., Jan-2015, In : Management Science. 61, 1, p. 60-72 13 p.

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  • Remanufacturing, Third-Party Competition, and Consumers' Perceived Value of New Products

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DOI

In this paper, we investigate whether and how the presence of remanufactured products and the identity of the remanufacturer influence the perceived value of new products through a series of behavioral experiments. Our results demonstrate that the presence of products remanufactured and sold by the original equipment manufacturer (OEM) can reduce the perceived value of new products by up to 8%. However, the presence of thirdparty-remanufactured products can increase the perceived value of new products by up to 7%. These results suggest that deterring third-party competition via preemptive remanufacturing may reduce profits, whereas the presence of third-party competition may actually be beneficial for an OEM.

Original languageEnglish
Pages (from-to)60-72
Number of pages13
JournalManagement Science
Volume61
Issue number1
Publication statusPublished - Jan-2015

    Keywords

  • remanufacturing, closed-loop supply chains, behavioral operations, competition, CONJOINT-ANALYSIS, BRAND EXTENSIONS, NEGATIVE IMPACT, JUDGMENTS, QUALITY, MARKET, ASSIMILATION, STRATEGIES, CONTRAST

ID: 31141374