The practice of offering refurbished products has become increasingly prevalent, yet limited research has studied the potential consequences of this emerging product strategy on the market performance of the corresponding brand-new products. This study addresses this gap by examining the impact of refurbished products in markets characterized by network effects and standards competition, while considering the developmental stage of the technology standard employed by the products. Introducing refurbished products, primarily remanufactured from returned items, can pose challenges such as sales cannibalization and negative perceptions of product quality. We propose that introducing refurbished products can also generate positive effects, because the availability of refurbished products can be perceived as an indication of sizable prior sales of the brand-new counterparts, alleviating consumers' concerns regarding an insufficient user base and limited availability of complementary products. Our empirical and experimental studies consistently demonstrate that the availability of refurbished products adversely affects the market value and purchase intention of the corresponding brand-new products employing established technology standards. In contrast, the introduction of refurbished products does not have such a detrimental effect on products utilizing unestablished standards. Moreover, for a specific group of consumers, this green product strategy increases their purchase intention of brand-new products. The managerial implications of the findings are discussed.

中文翻译：

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是敌是友？翻新产品对具有网络效应和标准竞争的市场的影响

提供翻新产品的做法越来越普遍，但有关这种新兴产品策略对相应全新产品的市场表现的潜在影响的研究却很有限。本研究通过研究翻新产品在以网络效应和标准竞争为特征的市场中的影响，同时考虑产品所采用的技术标准的发展阶段来解决这一差距。推出翻新产品（主要是用退货产品再制造）可能会带来销售蚕食和对产品质量的负面看法等挑战。我们认为，推出翻新产品也能产生积极效果，因为翻新产品的供应可以被视为全新产品之前有大量销售的迹象，从而减轻消费者对用户基础不足和补充产品供应有限的担忧。我们的实证和实验研究一致表明，翻新产品的可用性会对采用既定技术标准的相应全新产品的市场价值和购买意愿产生不利影响。相比之下，翻新产品的引入不会对采用未制定标准的产品产生如此不利的影响。而且，对于特定的消费者群体来说，这种绿色产品策略增加了他们对全新产品的购买意愿。讨论了研究结果的管理意义。