 RESEARCH AT CRANFIELD SCHOOL OF MANAGEMENT
RETAIL REVERSE LOGISTICS: A CALL AND GROUNDING FRAMEWORK FOR
RESEARCH
Mike Bernon
Senior Lecturer in Supply Chain Management
With increasing volumes of returned goods, further research is needed
on optimising processes that follow post-sale activity.
Usually the study of retail supply chain
management focuses on goods going out to
the customer. This article offers a conceptual
framework for the management of products
flowing in the opposite direction. “Retail
Reverse Logistics” is concerned with the
achievement of optimal efficiency for all the
post- sale activity associated with a product.
This is not a new subject but the growth of
internet and home shopping has significantly
increased the volume of returned goods and it
addresses a different set of issues from the
forward supply chain. For example,
forecasting the volume of defects, sustainable
disposal and the contribution of poor practice
in forward supply chains. This topic is plagued
by the absence of standardised practice and
little research has been done on it because
most efforts have been focused on forward
logistics.
supply chain activity. The model grew from a
combination of practitioner and academic
expertise. It offers three dimensions:
1. Operational performance covering the
management of processes such as
customer returns, repairs and the final
disposal of the goods.
2. Organizational integration of the
management of reverse retail logistics
with other activities such as sales
forecasting, returns policies and return
avoidance techniques.
3. Management reporting and control
which includes full cost reporting and
performance measurement.
Next steps for research and development in
this area could cover:

In this study the authors present a holistic and
integrated conceptual framework for managing
retail reverse logistics as part of an integrated

Avoidance techniques for reducing the
rate of returned products.
Exploration of the barriers for
integrating reverse retails logistics with
RESEARCH AT CRANFIELD SCHOOL OF MANAGEMENT

other aspects of supply chain
management.
Integrating the accounting techniques
used in reverse logistics, such as open
book accounting and activity based
costing.
Bernon, M., Rossi, S. & Cullen, J. (2011)
Retail reverse logistics: a call and grounding
framework for research, International
Journal of Physical Distribution and Logistics
Management, vol. 41, no. 5, pp. 484-510.
For further details on this research paper
please contact: m.p.bernon@cranfield.ac.uk
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Management Theme: Supply Chain
and Logistics Management
MANAGEMENT THEMES AT CRANFIELD SCHOOL OF MANAGEMENT
 Business Economics and Finance
 Business Performance Management
 Corporate Responsibility and Sustainability
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 General Management
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 Leadership
 Managing People and Global Careers
 Marketing, Sales and Client Relationships
 Programme and Project Management
 Strategy, Complexity and Change Management
 Supply Chain and Logistics Management