CHANNEL CONFLICT

PRESENTED BY-
SOHAIL
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 CONFLICT DEFINED

When one Party perceives the behavior

of another party in the social system to
be impeding the attainment of its goals,
a state of conflict exists.
 Channel Conflicts
Conflict is generated when actions of any
channel member come in the way of the
system achieving its objectives.

Three broad categories of channel conflict are:

Goal conflict understanding of objectives by
various channel members is different.
Domain conflict understand responsibilities and
authority differently.
Perception conflict reading of the market place is
different and proposed actions vary.
 CAUSES OF CHANNEL CONFLICT

Resource Securities
Role Incongruities
Perceptual Differences
Expectational Differences
Decision Damping Disagreements
Goal Incompatibilities
Communicational Difficulties
Vertical Channel Horizontal
Conflict Channel Conflict

Types of Channel
Conflict

Multi channel
Conflict
VERTICAL CHANNEL CONFLICT
HORIZONTAL CHANNEL CONFLICT:-
 MULTI CHANNEL CONFLICT:-

Example:- Example:-
Exclusive Company Outlet
Online Store Like
e-bay
MANAGING CHANNEL CONFLICT
Designing the channel structure
Establishing mutually agreeable and aligned business goals
Effective communication
Segment customers
Encourage specialization
Clearly define channel roles and responsibilities
Managing Channel Conflict

Develop specific channel products

Checking behavioral performance
Resolving Conflicts
A 4 Stage Process

Understanding nature and intensity

Tracing the source of the conflict

Understand the impact of the conflict

Strategy and plan of action for resolution