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

• DOI: 10.1177/0972150914550522
• Publication Date: 2014-11-28T16:41:56Z
• Authors: Pranoti Mane; Tarikere T. Niranjan
• Keywords: 11. Sustainability; 0502 economics and business; 05 social sciences; 12. Responsible consumption

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.