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Selected Case

published: 24 Apr 2015

  • Topic: Strategy
  • Industry: Reverse Logistics
  • Region: Europe

Abstract:
Cycleon moved from a non-asset company centered around IT solutions for consumer returns to a reverse logistics service provider that facilitates the take-back and processing (repair and refurbishment) of different types of returns. This case describes the strategic decisions taken by the CEO during the transformation and expansion of Cycleon in the past 10 years.

Pedagogical Objectives:
The case illustrates entrepreneurship and business model reorientation as a promising start-up moves through turbulent waters, and has application to the unstructured market of product returns in the context of sustainable business.

Keywords:
Strategy, Leadership, Reverse Logistics, E-Commerce, Weee


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