So what if remanufacturing cannibalizes my new product sales?

Remanufactured products do not always cannibalize new product sales. To minimize cannibalization and create additional profits, managers need to understand how consumers value remanufactured products. This is not a static decision and should be re-evaluated over the entire product life cycle. While...

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Bibliographic Details
Published inCalifornia management review Vol. 52; no. 2; pp. 56 - 76
Main Authors Atasu, Atalay, Guide, V. Daniel R., Van Wassenhove, Luk N.
Format Journal Article
LanguageEnglish
Published Los Angeles, CA University of California Press 01.02.2010
SAGE Publications
Subjects
Brands
Business management
Business structures
Capital costs
Consumer goods
Customers
Life cycles
Management science
Management theory
Market share
Market structure
Marketing strategies
New Product Development
New products
Product development
Product life cycles
Product lifecycle management
Product management
Remanufactured products
Remanufacturing
Sales
Supply
United States > US
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Summary:Remanufactured products do not always cannibalize new product sales. To minimize cannibalization and create additional profits, managers need to understand how consumers value remanufactured products. This is not a static decision and should be re-evaluated over the entire product life cycle. While managers have a responsibility to maximize profits for the firm, this is not necessarily equivalent to maximizing new product sales. A portfolio that includes remanufactured products can enable firms to reach additional market segments and help block competition from new low-end products or third-party remanufacturers.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0008-1256
2162-8564
DOI:10.1525/cmr.2010.52.2.56