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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Pranoti Mane & Tarikere T. Niranjan, 2014. "Sustainable Value Creation through E-waste Management: The Role of Marketing–Retailers–Operations Interface," Global Business Review, International Management Institute, vol. 15(4_suppl), pages 13-23, December.
    • Handle: RePEc:sae:globus:v:15:y:2014:i:4_suppl:p:13s-23s
    DOI: 10.1177/0972150914550522
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    References listed on IDEAS

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