Manufacturers’ Vertical Eco-marketing within a Reverse Distribution Channel : the Foundations of Leadership. the Case of It (information Technology) Waste in Switzerland

This paper presents the results of our PhD work recently completed at the research institute of transportation and logistics CRET-LOG, University of the Mediterranean (Aix – Marseille II, France). We apply Morgan and Hunt’s (1994) 5 “commitment – trust theory of relationship marketing” to a new arena : vertical eco-marketing and reverse distribution channels preparing recycling activities. Our findings are relevant to both academics in relationship marketing and managers facing the coming into force of the EU WEEE directive (European directive on waste electrical and electronic equipment).