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

• 成果类型: Article
• 署名作者: Agrawal, Vishal V.; Atasu, Atalay; van Ittersum, Koert
• 署名单位: Georgetown University; University System of Georgia; Georgia Institute of Technology; University of Groningen
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2014.2099
• 发表日期: 2015
• 页码: 60-72
• 关键词: remanufacturing; closed-loop supply chains; behavioral operations; COMPETITION

摘要

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.