engleski

Recognition of reverse logistics capabilities for retailers

Purpose: Numerous companies recognized the potential of reverse logistics in obtaining competitive differentiation, improved profitability, reduced inventory investments, etc. Namely, reverse logistics provides the costs savings for all members of distribution channel. It involves all activities associated with a product or service after the point of sale with the ultimate goal being to optimize or make more efficient aftermarket activities, thus saving money for the companies involved (Rogers and Tibben-Lembke, 1999). In the literature, reverse logistics received increased attention as it reflects the ability of a company to positively influence the relationship that it has with its customers (Horvath et al., 2005). Richey et al. (2005) consider it as a strategic process that captures value through customer satisfaction and cost control. Growing green concerns are making reverse logistics increasingly a competitive necessity on today’s market. However, the analysis of the relevant literature (Roger and Tibben- Lembke, 1999 ; Zeiger, 2003) suggests that although reverse logistics is gaining much attention, many companies did not fully realize its importance. It induced the authors of this paper to explore whether reverse logistics receives adequate attention by business entities. As retailers perform a critical role in reverse logistics (Jack et al., 2010), the specific focus of this paper is on retailers and their reverse logistics programs and activities. Srivastava and Srivastava (2006) pointed out that reverse logistics issues in Europe are mainly regulatory-driven. Hence, as Croatia is on its way to the European Union, the composite processes of reverse logistics will become additionally complex and pose new challenges in front of retailers on Croatian market. Design: The paper builds upon the study of the existing literature on reverse logistics and reverse logistics in retailing. The exploratory research used the qualitative approach and authors conducted in depth interviews with senior managers in top retail companies operating on Croatian market. Findings: The findings of the study confirm that retailers recognize overall benefits of developing and implementing reverse logistics programs and activities, which are especially enhanced by the forthcoming Croatia’s accession to the European Union. Value: The paper gives an insight into the preconditions necessary for effective management of reverse logistics processes in retailing, such as relationships in the supply chain, resources applied, importance of availability of information, in the light of Croatia’s accession to the European Union.

reverse logistics ; retailing ; Croatia

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