Question
What is channel conflict? how does the role of a channel manager in terms of resoling channel conflicts? why does it arise in the first place?
Answers
Individual channel members are often more concerned with their short run goals, leading to channel conflict. Horizontal conflict occurs among firms at the same level of the channel. Vertical conflict occurs between different levels of the same channel.
Channel conflicts are common when the market size is limited and all channel members try to concentrate on the same market and customers. Sometimes differential pricing policy of organization also results in conflict among channel members.   Your Comment




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