This research aims to shed light on the formulation of returns management strategies and to identify key returns management components in developing more effective returns management strategies. Anchored in supply chain orientation and supply chain alignment research, we use a multiple confirmatory case study of six retailers operating in online commerce. Interviews with fifteen managers provided the primary empirical data source for the study. The results confirm the presence of alignment in establishing effective strategies for managing product returns and suggest a return policy. The findings provide detailed insights into seven existing misalignments that curb the strength of alignment. These serve as strategic elements for managers to consider in formulating returns management strategies and goals. The results may assist retail and supply chain professionals in their quest to develop effective strategies for managing product returns. Research on returns management strategy is scarce. This study offers a conceptual framework and provides new empirical insights into returns management strategy formulation and, in particular, potential misalignments.

本研究旨在阐明退货管理策略的制定，并确定制定更有效的退货管理策略的关键退货管理组成部分。以供应链导向和供应链协调研究为基础，我们对六家在线商务零售商进行了多重验证性案例研究。对 15 名经理的访谈为本研究提供了主要的实证数据来源。结果证实了在建立有效的产品退货管理策略方面存在一致性，并提出了退货政策。研究结果提供了对现有七种限制对齐强度的错位的详细见解。这些是管理者在制定回报管理战略和目标时需要考虑的战略要素。研究结果可能会帮助零售和供应链专业人士制定有效的产品退货管理策略。关于收益管理策略的研究很少。这项研究提供了一个概念框架，并为回报管理策略的制定，特别是潜在的错位提供了新的实证见解。