Sources for product and service innovation from reverse flows


In the case of product innovations companies use various sources of inventions and ideas. Probably
every company deals – more or less – with some reverse flows managed by the activities of reverse
logistics. Reverse flows can be both an interesting as well as important source of ideas. Despite
this belief there is not much known abut the realization of this potentiality in practice and the
theme is neglected also in theory.

This paper examines various questions of the utilization of existing reverse flows as the sources
for product and service innovation in the context of companies’ innovative behaviour and reverse
logistics management. Based on the empirical survey of 270 companies we have identified some major
differences between two groups of companies (manufacturing and services) related to the various
sources for product (service) innovation encompassing reverse flows, too. Variables of reverse
logistics management context measured drivers for management of these flows, reverse logistics
performance issues and perception of reverse flows by managers. Frequency analysis, crosstabs, χ²,
Mann-Whitney U and t-tests were applied to get answers to the basic research question if there are
any differences between manufacturing and service companies in their new product development
behaviour concerning reverse flows.