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首页> 外文期刊>Journal of Cleaner Production >Sustainable collaborative marketing governance mechanism for remanufactured products with extended producer responsibility
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Sustainable collaborative marketing governance mechanism for remanufactured products with extended producer responsibility

机译：具有扩展生产者责任的再制造产品的可持续协作营销管理机制

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摘要

The marketing of remanufactured products has been receiving increasing attention from scholars and practitioners from the perspective of sustainable supply chain governance (SSCG) and extended producer responsibility (EPR). However, the research on remanufactured product marketing under EPR and SSCG mechanisms remains more new exploration. A mathematical model for remanufactured product marketing through the lenses of the Nash and Stackelberg game theory and the SSCG and EPR theories is proposed to deepen this issue in the literature based on the case of Caterpillar (CAT), which is a benchmark producer that markets remanufactured products successfully. Findings include the characterization of three marketing decision models with EPR, namely, decentralized marketing decision under the weak dependence relation model, decentralized marketing decision under the strong dependence relation model, and collaborative marketing decision under the strong dependence relation model. Furthermore, this paper includes a classification of marketing governance mechanisms on the basis of the relation between CAT and its retailer and the identification of factors that sustain collaborative marketing governance mechanisms. The managerial insights obtained are useful to practitioners who are seeking for sustainable collaborative marketing governance mechanisms for remanufactured products under EPR and to scholars for further theory development. (C) 2017 Elsevier Ltd. All rights reserved.
机译：从可持续供应链治理（SSCG）和扩大生产者责任（EPR）的角度来看，再制造产品的营销受到学者和从业人员的越来越多的关注。但是，在EPR和SSCG机制下对再制造产品营销的研究仍是新的探索。提出了一个基于Nash和Stackelberg博弈论以及SSCG和EPR理论的再制造产品营销的数学模型，以基于卡特彼勒（CAT）的案例加深文献中的这个问题，该公司是再制造市场的基准生产商产品成功。研究结果包括三种具有EPR的营销决策模型的特征，即弱依赖关系模型下的分散营销决策，强依赖关系模型下的分散营销决策和强依赖关系模型下的协同营销决策。此外，本文还根据CAT与零售商之间的关系以及确定支持协作营销治理机制的因素，对营销治理机制进行了分类。所获得的管理见解对于正在寻求EPR下再制造产品的可持续协作营销管理机制的从业者以及对于学者们进行进一步的理论发展是有用的。 （C）2017 Elsevier Ltd.保留所有权利。

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