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We find that the manufacturer\u2019s cost inefficiency has double-edged effects and can offset the negative effect of consumers\u2019 mental account deficit on the introduction of a new style generation. Furthermore, a win\u2013win outcome can be achieved when the manufacturer with an intermediate level of cost inefficiency engages in direct sales and consumers have high valuations of the old style generation or when the manufacturer with significant cost inefficiency does not engage in direct sales.<\/jats:p>","DOI":"10.1051\/ro\/2022104","type":"journal-article","created":{"date-parts":[[2022,6,15]],"date-time":"2022-06-15T18:54:45Z","timestamp":1655319285000},"page":"2203-2220","source":"Crossref","is-referenced-by-count":6,"title":["Product rollover and direct sales decisions in dual-channel supply chains"],"prefix":"10.1051","volume":"56","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0527-5228","authenticated-orcid":false,"given":"Chung-Chi","family":"Hsieh","sequence":"first","affiliation":[]},{"given":"Rizki Revianto","family":"Putera","sequence":"additional","affiliation":[]}],"member":"250","published-online":{"date-parts":[[2022,7,25]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"216","DOI":"10.1287\/msom.2015.0554","volume":"18","author":"Agrawal","year":"2016","journal-title":"Manuf. 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