Remanufacturing, Third-Party Competition, and Consumers' Perceived Value of New Products
26 Pages Posted: 12 Jan 2012 Last revised: 29 Oct 2015
Date Written: January 11, 2012
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, while the presence of third-party competition may actually be beneficial for an OEM.
Keywords: remanufacturing, closed-loop supply chains, behavioral operations, competition
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