So what if remanufacturing cannibalizes my new product sales?

Atalay Atasu, V. Daniel R. Guide, Luk N. Van Wassenhove

Research output: Contribution to journalArticlepeer-review

279 Scopus citations


Remanufactured Product do not always cannibalize new product sales. To minimize cannibalization and create additional profits, managers need to understand how consumers value remanufaaured Product. This is not a static decision and should be re-evaluated over the entire product life cycle. While managers have a responsibility to maximize profits for the firm, this is not necessarily equivalent to maximizing new product sales. A portfolio that includes remanufactured Product can enable firms to reach additional market segments and help block competition from new low-end Product or third-party remanufacturers.

Original languageEnglish (US)
Pages (from-to)56-76
Number of pages21
JournalCalifornia Management Review
Issue number2
StatePublished - 2010

All Science Journal Classification (ASJC) codes

  • Strategy and Management


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