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

被引：265
|
作者：
Agrawal, Vishal V. [1 ]
Atasu, Atalay [2 ]
van Ittersum, Koert [3 ]
机构：
[1] Georgetown Univ, McDonough Sch Business, Washington, DC 20057 USA
[2] Georgia Inst Technol, Scheller Coll Business, Atlanta, GA 30332 USA
[3] Univ Groningen, Dept Mkt, Fac Econ & Business, NL-9747 AE Groningen, Netherlands
来源：
MANAGEMENT SCIENCE | 2015年 / 61卷 / 01期
关键词：
remanufacturing; closed-loop supply chains; behavioral operations; competition; BRAND EXTENSIONS; MARKET; ASSIMILATION; CONTRAST; QUALITY;
D O I：
10.1287/mnsc.2014.2099
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
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.
引用
收藏
页码：60 / 72
页数：13
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