CONFLICT RESOLUTION STRATEGIES IN CHANNEL DISTRIBUTION MANAGEMENT: AN EXPLORATORY APPROACH

CONFLICT RESOLUTION STRATEGIES IN CHANNEL DISTRIBUTION MANAGEMENT: AN EXPLORATORY APPROACH

ABSTRACT 

The study will provides an in-depth knowledge on conflict resolution strategies and relationship quality of channel members as necessary foundation for achieving a successful distribution function of marketing. This is because distribution is one of the important marketing mix elements that propel time and place utility. However, where there are conflicts between channel members, consumers’ might exhibit resentment because the distributed products might not get to them on time. This can further led to loss of goodwill initially established by the channel members especially the manufacturers that sell branded products. More so, the study encourages firms to always consider issues that led to the conflict before adopting a particular strategy to resolving it. This is because the type of strategy adopted has a significant hold on the quality of the relationship that will abound after the conflict resolution between the channel members.

CHAPTER ONE

1.1  Introduction

This chapter serves as an introduction to this thesis. The purpose of this thesis is to explore the impact of the internet on established channels in the context of a multichannel structure, focusing in particular on conflict management from the manufacturers’ perspective. This chapter provides an overview of the thesis, its purpose and structure. The chapter begins with an overview of the background to the research, followed by the three research questions guiding the thesis, a short overview of the methodology and ends with an outline of the structure of the thesis.

1.2 Research background 

1.2.1 The development of a multi-channel structure

The internet has changed the way people all over the world view communication, entertainment, buying and selling (Webb 2002). The concept that describes this process of buying, selling, or exchanging goods, services and information via computer networks, including the internet, is called electronic commerce or ecommerce (Turban et al 2002). The internet is now considered as a new distribution channel (Van den Poel and Leunis 1999). Furthermore, Clemons et al (2003:2) state that