Research on Reverse Channel: Review and Prospects

ABSTRACT

Purpose

Given the increasing significance of reverse channels in business-to-business markets, there is a need to establish a comprehensive understanding of issues related to reverse channel. The authors conduct a literature review to address the following questions: To what extent has theoretical development progressed in reverse channel research? What potential directions exist for future research in this domain? How can we enhance our understanding of research on reverse channels?

Methodology/approach

The authors use Leavitt’s diamond theory to discuss the research focus in reverse channel studies, specifically addressing channel strategies, actors, relationships, and technologies.

Findings

Based on a literature review of reverse channel in academic journals across various disciplines, the authors summarize these studies on four topics: (1) Reverse channel strategies: This category primarily explores channel selection strategies and channel governance strategies. (2) Reverse channel actors: Research in this area differentiates between traditional, specialized, and complementary actors. (3) Reverse channel relationships: Studies on relationships delve into the various forms and outcomes, with an emphasis on incentives, positive interactions, joint actions, and trust. (4) Reverse channel technologies: Research in this domain focuses on relevant technologies in reverse channels, with an emphasis on information sharing and the transformative impact of Industry 4.0.

Originality/value/contribution

The authors provide the first comprehensive literature review on reverse channels, summarizing critical research issues, and identifying potential topics for future research. Additionally, the paper offers important managerial implications on the design, setup, and operation in reverse channels.

KEYWORDS:

• Reverse channel
• reverse logistics
• channel information
• channel structure

Acknowledgements

This work was funded in part by the National Natural Science Foundation of China (#71632001). The authors also acknowledge the constructive comments from the editor and the review team.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was supported by the National Natural Science Foundation of China [72072004].