Creating value through returns management: Exploring the marketing–operations interface

Managing the return flow of product is increasingly recognized as a strategically important activity thatinvolves decisions and actions within and across firms. We focus specifically on returns management atthe marketing–operations interface, by utilizing the conceptualization of customer value and its relateddrivers. In order to explore the phenomenon of returns management across a multi-disciplinary, managerialspectrum, a qualitative research methodology relying on individual managers’ perceptions waschosen to generate depth of understanding given the limited current understanding of the research topicunder consideration. Our results suggest that functional integration at the marketing–operations interfacecan lead to better alignment of corporate resources and thus create higher levels of customer value.We also found the external business environment to impact how and why a firm creates customer valuethrough the returns management process. Overall, our results suggest that when returns management isrecognized as a matter of a firm’s competitiveness, the joint role of operations and marketing is imperativeto success.