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3. Reverse and collaborative channel logistics
In the first two sections, we only looked at the distribution of products from companies to consumers. However, more and more products are flowing out of consumers' homes, and these flows need to be included in the discussion, because as we shall see, they have an impact on incoming distribution flows. The challenge is to better integrate both reverse channels, which enable products to be returned to companies, and collaborative channels, which facilitate direct exchanges between consumers.
3.1 The rise of consumer-generated product flows
For many years, research in both logistics and marketing considered that the consumer was not really an active member of supply chains, but simply the final recipient of flows
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Reverse and collaborative channel logistics
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