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CONFLICT RESOLUTION STRATEGIES IN CHANNEL DISTRIBUTION MANAGEMENT: AN EXPLORATORY APPROACH

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CONFLICT RESOLUTION STRATEGIES IN CHANNEL DISTRIBUTION MANAGEMENT: AN EXPLORATORY APPROACH.

Project Abstract: 

The study will provides an in-depth knowledge on conflict resolution strategies and relationship quality of channel members as necessary foundation for achieving a successful distribution function of marketing. This is because distribution is one of the important marketing mix elements that propel time and place utility. However, where there are conflicts between channel members, consumers’ might exhibit resentment because the distributed products might not get to them on time. This can further led to loss of goodwill initially established by the channel members especially the manufacturers that sell branded products. More so, the study encourages firms to always consider issues that led to the conflict before adopting a particular strategy to resolving it. This is because the type of strategy adopted has a significant hold on the quality of the relationship that will abound after the conflict resolution between the channel members.

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