The impact of buyer-supplier cooperation and decision-making uncertainty on supply chain

Fast-changing consumer demand and preference in the fashion-oriented sporting goods industry intensify the retailer's perceived uncertainty in purchase decisions. To minimize retailers' decision-making uncertainty (DMU) , enhancing the cooperative relationships between the retailers and suppliers in such markets are of paramount importance to the supply chain performance. The aim of this study is to investigate how retailer-supplier cooperation and DMU affect the supply chain performance and how the relationship dimensions are related to cooperation and DMU. The results indicate that retailer-supplier cooperation and retai,ler's DMU had significant impact on supply chain performance in terms of financial and non-financial performance measures.