Die Motivation für diese Dissertation ist dualer Natur: Einerseits ist die Dissertation methodologisch orientiert und entwickelt neue statistische Ansätze und Algorithmen für maschinelles Lernen. Gleichzeitig ist sie praktisch orientiert und fokussiert sich auf den konkreten Anwendungsfall von Produktretouren im Onlinehandel. Die “data explosion”, veursacht durch die Tatsache, dass die Kosten für das Speichern und Prozessieren großer Datenmengen signifikant gesunken sind (Bhimani and Willcocks, 2014), und die neuen Technologien, die daraus resultieren, stellen die größte Diskontinuität für die betriebliche Praxis und betriebswirtschaftliche Forschung seit Entwicklung des Internets dar (Agarwal and Dhar, 2014). Insbesondere die Business Intelligence (BI) wurde als wichtiges Forschungsthema für Praktiker und Akademiker im Bereich der Wirtschaftsinformatik (WI) identifiziert (Chen et al., 2012). Maschinelles Lernen wurde erfolgreich auf eine Reihe von BI-Problemen angewandt, wie zum Beispiel Absatzprognose (Choi et al., 2014; Sun et al., 2008), Prognose von Windstromerzeugung (Wan et al., 2014), Prognose des Krankheitsverlaufs von Patienten eines Krankenhauses (Liu et al., 2015), Identifikation von Betrug Abbasi et al., 2012) oder Recommender-Systeme (Sahoo et al., 2012). Allerdings gibt es nur wenig Forschung, die sich mit Fragestellungen um maschinelles Lernen mit spezifischen Bezug zu BI befasst: Obwohl existierende Algorithmen teilweise modifiziert werden, um sie auf ein bestimmtes Problem anzupassen (Abbasi et al., 2010; Sahoo et al., 2012), beschränkt sich die WI-Forschung im Allgemeinen darauf, existierende Algorithmen, die für andere Fragestellungen als BI entwickelt wurden, auf BI-Fragestellungen anzuwenden (Abbasi et al., 2010; Sahoo et al., 2012). Das erste wichtige Ziel dieser Dissertation besteht darin, einen Beitrag dazu zu leisten, diese Lücke zu schließen. Diese Dissertation fokussiert sich auf das wichtige BI-Problem von Produktretouren im Onlinehandel für eine Illustration und praktische Anwendung der vorgeschlagenen Konzepte. Viele Onlinehändler sind nicht profitabel (Rigby, 2014) und Produktretouren sind eine wichtige Ursache für dieses Problem (Grewal et al., 2004). Neben Kostenaspekten sind Produktretouren aus ökologischer Sicht problematisch. In der Logistikforschung ist es weitestgehend Konsens, dass die “letzte Meile” der Zulieferkette, nämlich dann wenn das Produkt an die Haustür des Kunden geliefert wird, am CO2-intensivsten ist (Browne et al., 2008; Halldórsson et al., 2010; Song et al., 2009). Werden Produkte retourniert, wird dieser energieintensive Schritt wiederholt, wodurch sich die Nachhaltigkeit und Umweltfreundlichkeit des Geschäftsmodells von Onlinehändlern relativ zum klassischen Vertrieb reduziert. Allerdings können Onlinehändler Produktretouren nicht einfach verbieten, da sie einen wichtigen Teil ihres Geschäftsmodells darstellen: So hat die Möglichkeit, Produkte zu retournieren positive Auswirkungen auf Kundenzufriedenheit (Cassill, 1998), Kaufverhalten (Wood, 2001), künftiges Kaufverhalten (Petersen and Kumar, 2009) und emotianale Reaktionen der Kunden (Suwelack et al., 2011). Ein vielversprechender Ansatz besteht darin, sich auf impulsives und kompulsives (LaRose, 2001) sowie betrügerisches Kaufverhalten zu fokussieren (Speights and Hilinski, 2005; Wachter et al., 2012). In gegenwärtigen akademschen Literatur zu dem Thema gibt es keine solchen Strategien. Die meisten Strategien unterscheiden nicht zwischen gewollten und ungewollten Retouren (Walsh et al., 2014). Das zweite Ziel dieser Dissertation besteht daher darin, die Basis für eine Strategie von Prognose und Intervention zu entwickeln, mit welcher Konsumverhalten mit hoher Retourenwahrscheinlichkeit im Vorfeld erkannt und rechtzeitig interveniert werden kann. In dieser Dissertation werden mehrere Prognosemodelle entwickelt, auf Basis welcher demonstriert wird, dass die Strategie, unter der Annahme moderat effektiver Interventionsstrategien, erhebliche Kosteneinsparungen mit sich bringt.

This doctoral dissertation titled "Product Strategies in Supply Chains" consists of three essays. In this dissertation, I study firms' strategic decisions regarding design of products and product lines in different supply chain contexts. I focus on firms' strategic interactions with supply chain members, including consumers and suppliers, in dynamic environments. The first essay (Chapter 2) studies how the cost structure of and information asymmetry about an OEM's in-house option affect her choice of product design quality in a decentralized supply chain where the supplier specifies contract terms. The second essay (Chapter 3) examines the effect of product returns and their potential refurbishing on intertemporal product strategy and profit of a firm facing strategic consumers. We also examine the effect of product returns on the time inconsistency problem faced by the firm. The third essay (Chapter 4) investigates the impact of competition from a third-party remanufacturer on product strategy and profit of an OEM in the presence of strategic consumers. Motivated by general perception among practitioners and the extant literature showing the competition from third-party remanufacturers as undesirable for the OEM, we specifically examine whether competition from a third-party remanufacturer is always undesirable for the OEM.

One of the newest emerging areas of research in supply chain management is ReverseLogistics. It involves all activities related to the flow of products from the customerback to the supplier. In the last decade scholars have developed theories and models,however empirical data is still in its infancy. In response, this paper strives to close thisgap by conducting research to create new knowledge on the first element of reverselogistics, which is the product return process. The main intention of having a returnprocess is to handle returned products efficiently in order to recover value and to savecosts. Therefore, it is a value-adding operation and can become profitable for thecompany.The purpose of this study is to investigate the implementation and perception of thereturn process of Swedish e-retailers. Sweden is considered to be one of the mostmatured e-commerce markets. In addition, e-retailers experience the highest rate ofproduct returns. Together those two factors influenced the decision to dedicate thisthesis to this particular region and industry.Initially, this paper introduces reverse logistics focusing specifically on the productreturn process. An overview of the existing theories and concepts within the returnprocess is presented and summarized, resulting in the creation of the Boomerang ReturnModel. Based on this foundation the questionnaire was created. By cooperating with theSwedish e-retail federation - Svensk Distanshandel, access to the industry was gained toperform a quantitative study.It was found that the empirical data only gives insight into the implementation andperception of the return process of small sized companies. The findings demonstrate thelimited awareness of the importance of an efficient return process. Companies tend toperceive the return process as unimportant instead of value adding. Hence, there is anopportunity for improvements in the Swedish e-retail market. From these findings amodified version of the Boomerang Return Model was created to adjust the initialmodel particularly for small sized companies. The model can be utilized as a theoreticalgroundwork in future research. Additionally, it could also serve as guidance for smallcompanies how to implement an appropriate return process.

<p>One of the newest emerging areas of research in supply chain management is ReverseLogistics. It involves all activities related to the flow of products from the customerback to the supplier. In the last decade scholars have developed theories and models,however empirical data is still in its infancy. In response, this paper strives to close thisgap by conducting research to create new knowledge on the first element of reverselogistics, which is the product return process. The main intention of having a returnprocess is to handle returned products efficiently in order to recover value and to savecosts. Therefore, it is a value-adding operation and can become profitable for thecompany.The purpose of this study is to investigate the implementation and perception of thereturn process of Swedish e-retailers. Sweden is considered to be one of the mostmatured e-commerce markets. In addition, e-retailers experience the highest rate ofproduct returns. Together those two factors influenced the decision to dedicate thisthesis to this particular region and industry.Initially, this paper introduces reverse logistics focusing specifically on the productreturn process. An overview of the existing theories and concepts within the returnprocess is presented and summarized, resulting in the creation of the Boomerang ReturnModel. Based on this foundation the questionnaire was created. By cooperating with theSwedish e-retail federation - Svensk Distanshandel, access to the industry was gained toperform a quantitative study.It was found that the empirical data only gives insight into the implementation andperception of the return process of small sized companies. The findings demonstrate thelimited awareness of the importance of an efficient return process. Companies tend toperceive the return process as unimportant instead of value adding. Hence, there is anopportunity for improvements in the Swedish e-retail market. From these findings amodified version of the Boomerang Return Model was created to adjust the initialmodel particularly for small sized companies. The model can be utilized as a theoreticalgroundwork in future research. Additionally, it could also serve as guidance for smallcompanies how to implement an appropriate return process.</p>

With product returns, reverse logistics management is causing a big environmental impact, especially product returns from online shopping provided by the third-party logistics (3PL) companies. There is a need for understanding in what ways 3PL companies could reduce the environmental impact and at the same time stay competitive. This thesis qualitative method is based on semi-structured interviews with the objective to highlight the management of return transportation. Specifically, the challenges for third-party logistics (3PL) companies to reduce their environmental impact by managing the transportation of product returns and keeping their economic performances. Supporting the study, 3PL companies and end-customers, in Sweden, proposed long-term organized advice (as additional service) to the 3PLs customers for helping them reducing cost and their impact on the environment. The study suggested that 3PL companies are required to emphasize the management of transportation agreements, not only to include adequate economic clauses but also the terms for achieving environmental performances. In the long-term, these agreements will allow 3PL companies to achievetheir environmental performances and remaining competitive. The study recognized that implication for managers might be, for them to keep updated on environmental changes applying that customer’s new demands could require a different way (than today) for managing their logistics organizations. For example, these changes could have great implications for early and consistent managerial actions, impacting the reverse logistics processes, like the transportation of the returned products.

Background: The expansion of e-commerce and online orders have led to companies creating new marketing strategies, where impulsive purchases are important in order to boost sales. However, this also has negative aspects concerning overconsumption and the environmental impact. Consumers are more likely to have negative post-purchase emotions when making an impulsive purchase, and thus are more prone to return products. This research aims at creating a deeper understanding about consumers’ post-purchase emotions after making an impulsive purchase and how a product return affects the post-purchase emotions.    Problem discussion: Impulsive buying is critical for online stores and retailers are actively trying to increase these purchases for all customers, but at the same time, there is a growing number of product returns. This makes it important for firms to understand how consumers think and react to an impulsive purchase, since this supposedly has an impact on product returns. By providing a deeper understanding regarding the consumer’s post-purchase emotions one can specify such reactions on shoppers and help future marketing activities preventing consumers’ negative emotions in the purpose of increasing organizational profitability and decreasing the environmental impact.    Purpose: The purpose of this research is to build a theory that will provide organizations with knowledge about the chosen segment of Swedish women in the age 18-35 post-purchase emotions after impulsive buying. The findings of this study can contribute with additional insights to previous theoretical knowledge about post-purchase emotions after impulsive shopping.   Method: This qualitative research has been conducted by using 14 semi-structured interviews with the chosen segment of Swedish females in the age 18-35 who had previously shopped impulsively online and returned products. For the data analysis, an interpretative phenomenological analysis was used, providing the research with reflections regarding the perspective of the participants’ experiences of impulsive shopping and their post-purchase emotions.  Results: This research indicates that the participants generally held a negative view of impulsive buying, where they reduced/strengthened their post-purchase emotions through three rationalizations which were named by the authors “Social Proof”, “Use-Principle” and “Limited Funds”. When making a product return, the participants either had strengthened emotions or the negative emotions were turned into positive emotions. This was connected to three themes found by the authors which were called “Income”, “Return Policy”, and “Social and Environment”. The analyzed findings were presented in a developed framework.

Purpose: The purpose of this study is to explore whether customers’ return reasons differ between product groups and if their e-commerce experience is related to the return reasons. Moreover, we test if customers’ e-commerce experience is related to whether they refrain from ordering apparel when there is a perceived absence of information, and what product-oriented tools they prefer when purchasing apparel online. Design/methodology/approach: This is an exploratory mixed methods research within a fashion e-commerce context. We initiated the study by a systematic literature review to identify an underdeveloped area in the literature. As a result, it details an investigation of return reasons and product-oriented tools based on a focus group and customer survey. Findings: Results show that return reasons to some extent were similar between the product groups, where size and fit were the most common reasons for returns. However, the given share of the return reasons differed between the product groups. It became evident that some product-oriented tools are more preferred than others, namely product reviews and model-related tools (i.e. specified measurements and pictures on different sized models). Findings further show that a majority of respondents would completely or sometimes refrain from purchasing when there is an absence of information online. These findings were also investigated in relation to customers’ e-commerce experience, where we found a relationship between the variables. Practical implications: Several meaningful insights for fashion online retailers are developed from the results of this study, which can help them minimise unnecessary returns. While return reasons among apparel have, in the past, been analysed on an aggregated level, this study contradicts this practice. This study further suggests retailers to determine whether and how to manage, maintain and prioritise product-oriented tools on their website while still being in line with customers’ preferences and expectations. Originality/value of paper: This study contributes toward the literature of returns management in the fashion e-commerce context by, firstly, examining whether customers’ return reasons differ between product groups and secondly by investigating their preferences of product-oriented tools when purchasing apparel online. Lastly, it contributes through taking customers’ e-commerce experience of purchasing apparel online into consideration.

The core essence of a marketing transaction is the exchange of value between two parties. Quite often, the exchange of value describes a customer purchasing a product from a company. When purchasing products, the exchange of value can often fail due to product defects or customer dissatisfaction. When the marketing exchange fails, customers often desire an avenue for recourse to right the exchange imbalance. Accepting and quickly processing product returns represents a strategic tool companies can leverage to maintain healthy relationships with customers, despite an exchange failure. Effectively managing product returns also benefits companies financially, by reducing inventory levels, costs, and the risk of product obsolescence. Despite providing both relationship management and financial benefits, numerous companies struggle to manage product returns effectively. In a time when companies are facing a growing number of product returns due to omni-channel retailing and online shopping, implementing an effective system to manage product returns has become a vital strategic tool necessary to maintain competitiveness. First, the current research answers the question of why do companies struggle with product returns? by identifying the important components of an effective product returns system. Informed by complex adaptive systems theory and based on a qualitative, grounded theory analysis, the current research finds that the hidden complex nature of managing product returns prevents numerous companies from implementing an effective system to mange returns. Managing product returns requires five important components (firm capabilities, employees, the returns management information system, organizational climate, and the customer service boundary), which interact with each other multiple times to process a product return. After identifying the important components and interactions within a product returns system, Essay I integrates the information together to form a substantive theory of the complexity of product returns management. The substantive theory implies that companies looking to improve their management of product returns need to understand and invest in multiple components within the product returns system. Second, the current research answers the question of how do the employees, returns management information system, and climate for creativity components of a product returns system relate to a firm’s flexibility, adaptability, and performance? To answer this research question, this dissertation empirically evaluates the role these three components play in shaping a firm’s flexibility, adaptability, subjective performance and relationship quality by analyzing data collected through an online survey with 102 US managers with experience in product returns. The empirical analysis indicates that employee decision-making resources show a statistically significant negative relationship with firm adaptability, while the firm’s climate for creativity and flexibility show a statistically significant positive relationship with firm adaptability. Firm adaptability shows statistically significant positive relationships with subjective performance and relationship quality. Firm adaptability acts as a partial or full mediator in all of these relationships. The combined findings of Essay I and Essay II point to the importance of product returns as a strategic relationship management tool. Firms that can effectively manage product returns give employees more flexibility to respond to problems, are better able to make structural changes, have higher subjective performance ratings, and better quality relationships with customers.

The unceasing ambition of companies to enhance their profitability, capture novel markets, and address the diverse and evolving needs of customers has led to an irrational surge in production and the exploitative depletion of natural resources. This unwarranted increase in production has, in turn, been accompanied by a rise in product returns by consumers, which, upon reverting to their original sources through the supply chain, has compounded the complexities of the supply chains and precipitated new pressures and burdens on the companies and their supply chains, necessitating their adept management. Likewise, the fast-moving consumer goods sector (FMCG) in Sweden has been experiencing an increasing number of product returns, which is a significant concern for both manufacturers and retailers. This thesis aims to investigate the drivers of product returns and their impact on the existing B2B supply chains to provide recommendations for reducing their impact and frequency. The research methodology includes a review of the previous scientific literature related to the topic, participant observations, and semi-structured interviews with key stakeholders in the industry. A qualitative approach has been adopted using a case study method, and thematic analysis was utilized. The results show that the main drivers for product returns between businesses in the Swedish FMCG sector are quality, contracts, customer service, and legislation, all of which contribute to disruptive effects within the existing B2B supply chains. Furthermore, the study reveals four types of disturbances associated with product returns, including logistical, sustainability, operational, and cost and value-related disruptions. This thesis provides insights into the challenges and opportunities associated with product returns in the Swedish FMCG sector and highlights the need for suppliers to adopt a proactive approach to managing returns to remain competitive in the market.

An escalating concern about the environment amongst the general population, businesses trying to make their way forward on the hunt for market shares and profitability, and customers that nowadays are used to extreme flexibility in their purchase and return process due to the immense growth of e-commerce. These observations can all be considered facts, but do they correlate with each other when a customer tries on a pair of pants and decides to return them to the retailer? The purpose and reason for why this thesis was conducted was to gain an understanding of how fashion e-tailers in Sweden balance the needs of consumers, company finances and environmental concerns when designing their return policy. The thesis was conducted as a multiple case study, using a qualitative research method where the primary data was collected from six in-depth semi-structured interviews with practitioners within the field, representing e-tailers in the fashion industry. The findings obtained from the interviews were put in context, analysed, discussed and compared with literature from previous research using a thematic analysis approach. The authors can conclude that balance in the return policy is difficult to achieve. Various avoidance techniques are being used in order to maintain balance, and customer satisfaction is seen as a vital part of the return process. Sustainability is difficult to define and the participants interpreted the phrase in various ways. It was therefore complicated to analyse the environmental impact from product returns. Basically, it is difficult to know what the most sustainable initiatives are, and even though our participants take some environmental initiatives, there is room for improvement. The research provides valuable managerial implications from a new perspective that the researchers believe is more comprehensive, and gives suggestions for future research within the field of study.