Research on Reverse Channel: Review and Prospects

Abstract

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.