Channel Conflicts : Vertical Channel Conflict Essay
Horizontal channel conflict exists between channel members at the same level. For instance, some Pizza Inn franchisees complained about others cheating on ingredients, providing poor service, and hurting the overall brand image.
Vertical channel conflict occurs between different levels of the channel. For example, McDonalds has its own brand products. McDonalds want to give more space for its own brand products rather than other brands products. Other brands suppliers will be unhappy for it.
Multichannel conflict occurs when the manufacturer has established two or more channels that sell to the same market. It’s likely to be especially intense when the members of one channel get a lower price (based on larger-volume purchases) or work with a…