摘要：The present study seeks to identify the processes of reverse logistics as a differential factor in the improvement of the product and / or process, through the case study in the reverse logistics of a recall of a large proportion of airbags for the purpose of performing the experience report through a single case study. The company in question has more than 200 points of service distributed throughout the great Brazilian territory, and is segmented according to Figure 3 below into 5 (five) large regions, according to the distribution and regions served by 5 loads. Outbound logistics follows the full flow of the supply chain, that is, from the origin (factory) to the dealers (delivery points), through points of consolidation of cargo due to long distance and fractional distribution (low volume). In fact, a "recall" process, where there is a whole commitment to image, end customer and understand the real root cause of the problem, reverse logistics becomes a differentiated process in the preservation of industrial operation. It is an innovative and unique initiative within the automotive segment, where the safety and reliability factor has a primary emphasis on corporate image at the global level. Reverse logistics had a decisive and important role in the recall process where procedures and flows are designed exclusively to meet this specific demand. The result leads to important reflections in which the cost factor has implications on the company's results in the short term. However, over time the qualitative question is the element that ensures the image and the fundamental institutional continuity that can differentiate in the long term. This paper concludes with the discussion of theoretical and practical contributions, limitations, and avenues for future research.
关键词：Reverse Logistics;Recycling;Point of Consumption;Product Improvement
