Microsoft dipped its toe into retail waters this month by opening its first company store as a way to showcase the latest and greatest in PCs Zunes and Xbox consoles. But computer companies aren’t the only manufacturers moving into the retail space says Wharton marketing professor David Bell. Whether it’s handbags from Coach shoes from Nike or suits from Ralph Lauren consumers increasingly have the choice to buy products either at stores operated by manufacturers or from independent retailers. Bell recently co-authored a research paper looking into competition between company stores and independent retailers in the same market.