Sustainable Value Creation through E-waste Management: The Role of Marketing–Retailers–Operations Interface

Pranoti Mane and Tarikere T. Niranjan
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Pranoti Mane: Pranoti Mane is Ph.D. Scholar at Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, Powai, Mumbai 400 076, India. E-mail: pranoti@iitb.ac.in
Tarikere T. Niranjan: Tarikere T. Niranjan (corresponding author) is Assistant Professor at Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, Powai, Mumbai 400 076, India. E-mail: ttniranjan@iitb.ac.in

Global Business Review, 2014, vol. 15, issue 4_suppl, 13S-23S

Abstract: This study investigates how sustainable value can be created from end-of-life returns in the electrical and electronic industry (E-waste) by effective marketing–retailer–operations interface. By using a case study approach, this study demonstrates that the retailer is a vital linkage between marketing and operations interface in value creation. Retailers can help enhance the corporate image as well as address operational challenges in the E-waste collection network. Further, we find that sustainable value creation is best achieved when there are policies and processes and appropriate incentive system across the returns management process. Such a marketing–retailers–operations interface in E-waste management can be a firm’s competitive differentiator, creating economic and environmental value for society and subsequently improving firm profitability.

Keywords: Sustainable supply chain; value creation; end-of-life waste management (E-waste); marketing–operations interface; case study research (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:15:y:2014:i:4_suppl:p:13s-23s

DOI: 10.1177/0972150914550522

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