I Changed My Mind "I changed my mind" is a case study aimed at investigating backward chain management. Returns are often interpreted as negative occurrences and can be seen as the last "block" in a supply chain. However, this study illustrates is that returns are a great source for customer profiling and can lead to an increase in market shares if managed correctly. This research focuses on getting a better understanding of the dissatisfied customer's actions to be able to prevent product returns. Investigations are also made concerning the internal processes on how product returns are...