Channel Conflict: Historical Perceptions and Management Implications
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Channel conflict occurs when the perceptions of roles and responsibilities between channel members are inconsistent. This document discusses the causes of channel conflict, including market evolution and e-commerce strategies. It also examines case studies of companies like Levi Strauss that experienced channel conflict when introducing direct online sales, and strategies manufacturers can use to minimize conflict, like effective communication and coordination with retailers.
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- 23. Direct Distribution $100 $25 $12 We keep: $100 - $25 = $75 Manufacturer Wholesaler Consumer B2C Website
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