Document Type

Article

Publication Date

4-8-2020

Publication Title

Production and Operations Management

Volume

29

Issue Number

7

First Page

1702

Last Page

1719

DOI

10.1111/poms.13185

Keywords

remanufacturing, product design and pricing, channel choice, divisional conflict

Disciplines

Advertising and Promotion Management | Marketing

Abstract

We consider a firm consisting of two divisions, one responsible for designing and manufacturing new products and the other responsible for remanufacturing operations. The firm will sell these new and remanufactured products either directly to the consumer (direct selling) or through an independent retailer (indirect selling). Our study demonstrates that a firm’s organizational structure can affect its marketing decisions. Specifically, a decentralized firm with separate manufacturing and remanufacturing divisions can benefit from indirect selling with higher firm profit, supply chain profit, and total consumer demand than direct selling. Moreover, this structure also induces a remanufacturable product design. In contrast, a centralized firm in which the manufacturing and remanufacturing divisions are consolidated is intuitively better off by choosing direct selling than indirect selling. Furthermore, we show that, surprisingly, when the focal firm sells through an independent retailer, a decentralized internal structure can result in higher supply chain profit than a centralized internal structure. We further investigate the case of dual dedicated channels and conclude that, while direct selling of remanufactured products and indirect selling of new products can better induce a remanufacturable product design and higher supply chain profit, it is not in the best interest of the firm in terms of total sales and firm profit.

Comments

This is the peer reviewed version of the following article: Shi, T., Chhajed, D., Wan, Z. and Liu, Y. (2020), Distribution Channel Choice and Divisional Conflict in Remanufacturing Operations. Prod Oper Manag, 29: 1702-1719., which has been published in final form at https://doi.org/10.1111/poms.13185. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

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