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ISBInsight is the Flagship Research Periodical of the Indian School of Business

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Ahmed Timoumi

Ahmed Timoumi is an Assistant Professor of marketing at the ISB. His research interests include Channel Management, Product Returns, and Sales Force management. He holds a PhD in marketing from Koc University, where he proposed a game theoretical approach to examine different modes of collaboration between a retailer and its suppliers in the management of some key retail functions.

And They Returned Happily Ever After

ISBInsight: In your research, you talk about opportunistic behaviour that customers engage in. While it does seem that most retailers might fight this sort of behaviour, in your research you recommend that retailers leverage it.  How should retailers respond? Ahmed Timoumi: The phenomenon where a customer buys a product, uses it for a short time and returns it to the store …

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