A Strategic Paradigm for Predicting Manufacturer‐Reseller Conflict

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.

Citation

Magrath, A.J. and Hardy, K.G. (1989), "A Strategic Paradigm for Predicting Manufacturer‐Reseller Conflict", European Journal of Marketing, Vol. 23 No. 2, pp. 94-108. https://doi.org/10.1108/EUM0000000000549