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Cycleon Re-Boot: From Niche Player to Global Service Integrator

By Luk Van Wassenhove,  Robert Crawford
Published 24 Apr 2015
Reference 6121
Topic Strategy
Industry Logistics and Supply Chain,  E-Commerce
Region Europe
Length 14 page(s)
Inspection copy
6.00
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Summary

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.

Teaching 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
  • C2B Returns
  • E-commerce
  • WEEE
  • Q31415
About the authors
Van Wassenhove

Luk Van Wassenhove

Emeritus Professor of Technology and Operations Management

Robert Crawford


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