We consider a firm consisting of two divisions, one responsible for designing and manufacturing new products and the other responsible for remanufacturing operations. The firm may either directly sell to the consumers both new and remanufactured products (direct selling) or sell through an independent retailer (indirect selling). Our paper demonstrates that an internally decentralized firm with separate manufacturing and remanufacturing divisions can benefit from indirect selling with higher firm profit, supply chain profit, total consumer demand than direct selling. Moreover, this structure also induces a remanufacturable product design. In contrast, an internally centralized firm in which the manufacturing and remanufacturing divisions are consolidated is intuitively better off by choosing direct selling than indirect selling. Furthermore, we show that, when the focal firm sells through an independent retailer, a decentralized internal structure can result in higher supply chain profit than a centralized internal structure. We further investigate the case of dual dedicated channels and conclude that, while direct selling of remanufactured products and indirect selling of new products can better induce a remanufacturable product design and higher supply chain profit, it is not in the best interest of the firm in terms of total sales and firm profit.

主讲人：刘云川毕业于美国哥伦比亚大学，是美国伊利诺伊大学香槟分校(UIUC)终身教授，商学院本科项目学术主任；在Marketing Science和Management Science等顶尖期刊上发表多篇论文，并多次获得Marketing Science和Management Science的评审奖。刘教授是美国华人知名营销学者，零售业、流通渠道、产品策略和定价策略方面的专家；是海外华人营销协会的联合创办人之一，每年积极组织中国市场营销国际年会。另外，刘教授也是伊利诺伊大学香槟分校和中国高校合作的积极推动者，是商学院中国项目主任，正在推动伊利诺伊大学香槟分校和中国若干大学的合作项目。