Strategic Use of the Secondary Market for Retail Consumer Goods

by Ronald Tibben-Lembke



For years, goods that remained unsold or were returned were sold off, or disposed of, with little attention. More recently, companies have realized that they can significantly increase their revenue from sales of these goods by focusing more attention on when, how, and to whom they sell these goods. This article describes the way this "secondary market" works and presents suggestions for how firms can best maximize their revenues from the use of the secondary market.

California Management Review

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Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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