Marketing Channel Conflicts Management
On the basis of the discussion in the previous article Marketing Channel Conflicts, it can be easily understood that conflict is an inherent behavioral dimension in the marketing channel and various levels of conflicts may have both negative and positive effect on channel efficiency or possible no effect. A marketing channel conflict could affect the channel efficiency positively in the sense that when the members involved in the conflicts realize and identify the possible reasons for conflict and work towards removing these areas of disagreement. The conflicts might actually become functional. The need is therefore to sit back and understand the cause of conflict and to devise ways to overcome by working out a better solution. A central task in channel management is to seek ways to manage conflicts. In other words ways must be found to keep conflict from becoming dysfunctional and to harness the energy in conflict situation Continue reading