A framework of green and sustainable marketing has been proposed.
The proposed framework mainly constitutes of four constructs
which are green market analysis, green market development, sustainable
operations management and customer acquisition. Based on the
case study, challenges and difficulties faced by the OEM have been
identified and the potential solution and performance measurement
of reverse logistics have been suggested. The paper is limited in its extent
of addressing the detail issues of KK company as it is a business entity
with strict disclosure practices (hence it is unlikely to analyze some
internal problems of their operations). However, the research team has
attempted to circumvent this limitation by appraising the general reverse
logistics problems that all companies in KK companies are exposed
to. Given more information and a longer planning horizon, the
issues could be analyzed in a more sophisticated and dynamic manner,
possibly delving into modification heuristics to fit the evolving business
conditions.