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, 1997) and has now gained a sustainable and profitable strategic position in the business. This is due to the current business climate which is accompanied w ith the need of being flexible and efficient across all the industries. In the l ast few years, companies have realized the intensification of reverse logistics in their operations and have adopted a new approach in supply chain which is con trary to the traditional one in which companies used to compete directly with ea ch other. Traditionally, reverse logistics was viewed as the logistics of return flows (Krumwiede & Sheu, 2002); However, new concepts and ideas have been evolv ing over time. According to the Reverse Logistics Executive Council, it is an integral part of supply chain management and can be defined as â the process of planning, implementing , and controlling the efficient, cost effective flow of raw materials, in-proces s inventory, finished goods and related information from the point of consumptio n to the point of origin for the purpose of recapturing value or proper disposalâ (D ale & Ronald, 1999). In simple terms, it is a system that manages the flow of pr oducts or parts returned for remanufacturing, recycling, or disposal in order to the use the resources in the most efficient manner. Moreover, it also includes processing returned merchandise due to damage, seasonal inventory, restock, salv age, recycling programs, hazardous material programs, obsolete equipment disposi tion, and asset recovery (RLEC). Reverse logistics is also known as â Rev logâ or â reverse supply chainâ in many indust s activities are quite different as compare to the traditional or forward logist ics (Rogers & Tibben-Lembke, 2002). It is a complex business operation which is responsible for the management of material resources obtained from its customers . For instance, the recycling of a paper or bottle is a reverse logistics proces s. It cannot be denied that every business focuses on delivering satisfaction an d superior value to its customers. However, reverse logistics is different from all the other aspects of the business as it requires customers to initiate the p rocess. It is an activity which is not driven by the organizations as a result o f planning or decision making but it is the consumers or downstream channel memb ers who start this process through their actions (Rogers & Tibben-Lembke, 2002). Furthermore, there can be various reasons for a product to enter in the reverse logistics process such as a manufacturing recall, an inherent defect or when th e life of the product is fully utilized. The figure below shows the why, what, h ow and who of reverse logistics.