From ‘start-up’ to ‘re-boot’: Product lifecycle strategies and competitive advantage in the computer industry

The PC sector, following the packaging and car manufacturing industries, will increasingly be forced to acknowledge and account for its product base throughout the commodity's life, and beyond. The environmental problems being posed by electronic waste have been recognized and both the EU and the individual Member States are discussing solutions which may or may not include legislative action. In anticipation, product take-back programmes are beginning to emerge within the industry and the economics and logistics of re-use and recycling are at the forefront of this debate. The issues in store for this sector are examined and specific initiatives by organizations considered. It is asked whether a ‘closing of the product loop’ will generate a competitive advantage for these companies and what impact an industry-led ‘consortia’ initiative may have.