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

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...

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Bibliographic Details
Published in:Management science 2015-01, Vol.61 (1), p.60-72
Main Authors: Agrawal, Vishal V., Atasu, Atalay, van Ittersum, Koert
Format: Article
Language:English
Subjects:
Analysis
behavioral operations
closed-loop supply chains
Competition
Consumer behavior
Consumers
Contests
Customer relations
Market value
OEMs (Original equipment manufacturers)
Political parties
Product introduction
Production management
Profits
Remanufacturing
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Summary: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 third-party-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. This paper was accepted by Serguei Netessine, operations management.
ISSN:0025-1909
1526-5501
DOI:10.1287/mnsc.2014.2099