A Strategic Paradigm for Predicting Manufacturer‐Reseller Conflict
European Journal of MarketingPublished 1 February 1989
Allan J. Magrath, Kenneth G. Hardy
Citations28
SJR quartileQ1
SJR score1.71
SNIP1.39
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Abstract
This article describes a framework for manufacturers to predict the level of channel conflict that they will probably experience based on channel design, channel policies and differences from their resellers in key factors. Three levels of conflict are described and different management approaches are suggested for high and low levels of potential conflict.
Keywords
Business, Management and Accounting