channel conflict

It takes a big direct sales force to cover the waterfront in multiple markets. Channels, however, can help companies get to lots of prospects quickly and at relatively small cost. Thus, companies establish channels for different target markets and aim for efficiency, control, and adaptability. However, these various channels could bring some potential channel conflicts. According to Kotler, Channel conflict is “disagreement among marketing channel members n goals and roles- who should do what and for what rewards.” In this Staples’s case, the primary channel conflict would occur between the Internet and existing channel.

Why?

- Many channel participants would think that they contributed to the development of the pro...