Both consumer and government concerns for the environment are driving many original equipment manufacturers (OEM) to engage in additional series of activities stemming from the reverse supply chain. The combination of forward/traditional supply chain and reverse supply chain forms the closed-loop supply chain. Apart from its efficient design, the success of a closed-loop supply chain network depends on its marketing strategy as well. Hence, it is important that the planned marketing strategy be evaluated with respect to the drivers of public participation in the network. To this end, we identify the important drivers of public participation and propose a fuzzy Quality Function Deployment based methodology and method of total preferences to evaluate the marketing strategy of a closed-loop supply chain with respect to those drivers. A numerical example is considered to illustrate the methodology.
Closed-Loop Supply Chain, Marketing Strategy, Quality Function Deployment, Method of Total Preferences
Copyright 2006, Society of Photo-Optical Instrumentation Engineers
This paper was published in Proceedings of SPIE (Volume 6385) and is made available as an electronic reprint with permission of SPIE. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper are prohibited.
Society of Photo-Optical Instrumentation Engineers
Gupta, Surendra M. and Nukala, Satish, "Effective marketing of a closed-loop supply chain network: a fuzzy QFD approach" (2006). . Paper 50. http://hdl.handle.net/2047/d1001004x
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