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With dual‐channel choices, E‐retailers fulfill their demands by either the inventory stored in third‐party distribution centers, or by in‐house inventory. In this article, using data from a wedding gown E‐retailer in China, we analyze the differences between two fulfillment choices—fulfillment by Amazon (FBA) and fulfillment by seller (FBS). In particular, we want to understand the impact of FBA that...
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