Assessing the Economic Rationality of Remanufacturing Products*

Consideration is given to the factors that affect the determination of the profitability of remanufacturing product. This results in a technique being developed and applied to assess the economic rationality of remanufacturing a variety of products. A study of price preferences from 49 subjects finds that in many cases an original equipment manufacturer (OEM) will earn greater overall profits by offering both new and remanufactured versions of their product. Differences in pricing behavior are noted between both products and individuals. There also appears to be differences in switching behavior. It is, however, reasonable to treat the transfer in preference from new product to remanufactured product as linear over some price range. This assumption allows for a relatively simple calculation of under what circumstances it is economically rational for an OEM to produce both new and remanufactured products and in such situations what the relative prices, sales, and profits should result. The remanufactured products considered are retreaded tires, auto parts, cell phones, toner cartridges, printers/copiers, and disposable cameras. In addition to the article's academic contributions, techniques and insights are offered for practitioners to assist them in understanding the opportunities and implication of pursuing remanufacturing as an addition to their current products.