channel behaviour - conflict
Definition:
The maintenance of harmony in a CHANNEL depends upon each member enjoying a comparative advantage in terms of the function or functions which they perform but using it to the mutual benefit of all the channel members, Where a member seeks to exploit its position this will lead to conflict and to CHANNEL CHANGE as other members seek to change their position too.
Cross-References:
[channel (of distribution)]
[channel change]
[channel control]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].