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What is Channel Conflict?

Channel Conflict

  • Channel conflict occurs when one channel member's actions prevent another channel member from achieving its goal.

Sources of Channel Conflict

  • Horizontal Channel Conflict: Conflict between channel members at the same level (e.g., one franchisee's poor service affecting the brand image for other franchisees).
  • Vertical Channel Conflict: Conflict between different levels of the channel (e.g., when a manufacturer sells directly to wholesalers and retailers).
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