Pequenos negócios 62

"It is important to identify the causes of channel conflict. Some are easy to resolve, others are not. One major cause is goal incompatibility. For example, the manufacturer may want to achieve rapid market penetration through a low-price policy. Dealers, in contrast, may prefer to work with high margins and pursue short-run profitability. Sometimes conflict arises from unclear roles and rights. IBM sells personal computers to large accounts through its own sales force, and its licensed dealers are also trying to sell to large accounts. Territory boundaries and credit for sales often produce conflict. By adding new channels, a company faces the possibility of channel conflict. […] Conflict can also stem from differences in perception. The manufacturer may be optimistic about the short-term economic outlook and want dealers to carry higher inventory. Dealers may be pessimistic. Conflict might also arise because of the intermediaries' are profoundly affected by the manufacturer's product and pricing decisions. This situation creates a high potential for conflict."

Fonte: Kotler, Philip (2003), Marketing Management, 11/e, Prentice Hall, pp. 528-529.
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