So what if remanufacturing cannibalizes my new product sales?

Atalay Atasu, V. Daniel R. Guide, Luk N. Van Wassenhove

Research output: Contribution to journalArticle

158 Citations (Scopus)

Abstract

Remanufactured Product do not always cannibalize new product sales. To minimize cannibalization and create additional profits, managers need to understand how consumers value remanufaaured Product. 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 Product can enable firms to reach additional market segments and help block competition from new low-end Product or third-party remanufacturers.

Original languageEnglish (US)
Pages (from-to)56-76
Number of pages21
JournalCalifornia Management Review
Volume52
Issue number2
DOIs
StatePublished - Jan 1 2010

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Remanufacturing
New products
Profit
Managers
Cannibalization
Consumer value
Product lifecycle
Market segments
Responsibility

All Science Journal Classification (ASJC) codes

  • Strategy and Management

Cite this

Atasu, Atalay ; Guide, V. Daniel R. ; Van Wassenhove, Luk N. / So what if remanufacturing cannibalizes my new product sales?. In: California Management Review. 2010 ; Vol. 52, No. 2. pp. 56-76.
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So what if remanufacturing cannibalizes my new product sales? / Atasu, Atalay; Guide, V. Daniel R.; Van Wassenhove, Luk N.

In: California Management Review, Vol. 52, No. 2, 01.01.2010, p. 56-76.

Research output: Contribution to journalArticle

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