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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Reducing Channel Conflict
Author(s): M. Kelly Cunningham
Citation: M. Kelly Cunningham, (2013) "Reducing Channel Conflict," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 78 - 83
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Conflict is common throughout the distribution channel of marketing. It exists among manufacturers,
distributors and retailers. Much of the conflict is created among the members but it is also exacerbated
by conflict that exists among those selling to the channel. Specifically, this includes key functional groups
such as sales, marketing and supply chain. The lack of communication, trust and confidence within these
key groups make it even more difficult to work with the external channel of distribution and creates even
more conflict. This paper will address this conflict and develop a series of solutions to improve the
buyer/seller relationship.
