Abstract: Increasing electronics producers have been trying to include the reverse logistics into their integrated green supply chain as a respond to the growing market and legislative requirement on extended producer responsibility. This research present two different strategies by brand producers in China in their efforts to build a sound circular economy at firm level, including direct involvement in physical collection and recycling, and strategic partnership with third party recyclers. Based on field work and firm interviews conducted in 2016 and 2017, we depict the relation between the reverse logistics and the value chain in each model regarding the business strategy and competitive advantage of the brand producer. The implication to the EPR legislation and public intervention is discussed in conclusion.

Key words: Reverse logistics, Green supply chain