Rethinking market connections: mobile phone recovery, reuse and recycling in the UK

Abstract

Purpose

The purpose of this article is to provide an application of network literature that can be used for teaching and learning purposes.

Design/methodology/approach

The information used to present the case study is drawn principally from documentary evidence as well as discussions with a phone manufacturer, retailer and waste management company.

Findings

Describes the role of key actors in the development of “circular” supply chains for mobile phones and outlines two recovery and reuse/recycling schemes, one which operated as a trial (having been initiated by mobile phone manufacturers) and one which has functioned as a commercially viable arrangement since 2002 and is led by waste management and retail firms. The two schemes demonstrate ways in which various parties seek to influence the behaviour of others as well as changes (both temporary and permanent) in the activities performed by and connections between parties.

Research limitations/implications

Whichever way various companies choose to deal with electronic waste, one factor remains constant, namely that collection schemes are of little value without consumer involvement. The case study would have benefited from empirical research of consumer awareness of and propensity to contribute to phone collection schemes.

Practical implications

A valuable illustration for teachers and students of “markets as networks” using a problem which is prevalent in any geographic location. The case could also be used as a vehicle for students to design and conduct research into consumer disposal of discarded phones and awareness of/propensity to make use of available recovery and reuse/recycling schemes.

Originality/value

Requires the reader to think beyond linear supply chains and shows how network literature can incorporate consumers and organisational actors alike. The UK perspective provides a useful teaching/learning tool by describing how discarded mobile phones are handled. In addition to this, the case study could be used as a starting point from which to investigate how networks are organised in other geographic locations for dealing with this same problem.

Citation

Canning, L. (2006), "Rethinking market connections: mobile phone recovery, reuse and recycling in the UK", Journal of Business & Industrial Marketing, Vol. 21 No. 5, pp. 320-329. https://doi.org/10.1108/08858620610681623