Abstract:The store-within-a-store (SWS) arrangement is one of the most important channel structures. Taking the perspective of manufacturers, this paper extends the literature by examining the role of manufacturers’ prediction accuracy, moderated by demand uncertainty and inventory-related parameters, in determining the adoption of the SWS strategy. This study constructs a theoretical model to investigate manufacturers’ decision based on the uncertainty model. The result shows that, first, as a manufacturer’s demand fo… Show more
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