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Logística reversa: como as empresas comunicam o descarte de baterias e celulares?

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Listed:
  • Demajorovic, Jacques
  • Huertas, Melby Karina Zuniga
  • Boueres, Juliana Alves
  • Silva, Adilson Gonçalves da
  • Sotano, Aloisio Sousa

Abstract

The Law 12305 requires cell phones manufacturers to organize Reverse Logistics programs and comunicatte customers on how to handle pos-consumption appliances. The objective of this research was to analyse, based on the principles of Integrated Marketing Communication, Reverse Logistics Programs communication at mobile phones manufacturers operating in Brazil. Therefore, a resesarch was conducted from a consumer perspective, focused on information available to consumers in different communication channels. Results show that the companies surveyed are not aligned with current legislation. None of the Reverse Logistics programs effectively communicate consumers in order to estimulate their participation in the reverse flow of post-consumption products. The research also revealed a mismatch between behavioral intention and behavior of consumers increased by the communication deficiencies identified here.

Suggested Citation

  • Demajorovic, Jacques & Huertas, Melby Karina Zuniga & Boueres, Juliana Alves & Silva, Adilson Gonçalves da & Sotano, Aloisio Sousa, 2012. "Logística reversa: como as empresas comunicam o descarte de baterias e celulares?," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 52(2), March.
    • Handle: RePEc:fgv:eaerae:v:52:y:2012:i:2:a:30572
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    Cited by:

    1. Bouzon, Marina & Govindan, Kannan & Rodriguez, Carlos Manuel Taboada, 2015. "Reducing the extraction of minerals: Reverse logistics in the machinery manufacturing industry sector in Brazil using ISM approach," Resources Policy, Elsevier, vol. 46(P1), pages 27-36.

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