This study investigates how sustainable value can be created from end-of-life returns in the electrical and electronic industry (E-waste) by effective marketing–retailer–operations interface. By using a case study approach, this study demonstrates that the retailer is a vital linkage between marketing and operations interface in value creation. Retailers can help enhance the corporate image as well as address operational challenges in the E-waste collection network. Further, we find that sustainable value creation is best achieved when there are policies and processes and appropriate incentive system across the returns management process. Such a marketing–retailers–operations interface in E-waste management can be a firm’s competitive differentiator, creating economic and environmental value for society and subsequently improving firm profitability.
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