Optimal extended warranty pricing and retailing strategies in a closed-loop supply chain

Abstract

Extended warranties are widely adopted and accepted in the marketplace by manufacturers and retailers as it helps to enhance the customers' post-sale satisfaction. In closed-loop supply chains, the extended warranty not only generates profit for the manufacturer, but also provides warranty returns of the new products for remanufacturing. In this paper, a two-period model is developed and optimal pricing strategies for the extended warranties are derived. We compare the optimal pricing and retailing strategies of the extended warranties for remanufactured and new products offered by the manufacturer with and without the retailer's own extended warranty while considering the competition between the manufacturer and the retailer for the extended warranty of new products. We find that the introduction of the retailer's extended warranty does not always hurt the manufacturer's profit. Numerical analyses also show that there exists an optimal extended warranty length for the manufacturer that maximises its profit. Moreover, we show that the retailer cannot extract more profit by increasing the length of its own extended warranty.

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