Channel conflict occurs when manufacturers (brands) disintermediate their channel partners, such as distributors, retailers, dealers, and sales representatives, by selling their products direct to consumers through general marketing methods and/or over the internet through eCommerce. Manufacturing (from Latin manu factura, "making by hand" is the use of tools and labor to make things for use or sale A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a In Economics, disintermediation is the removal of intermediaries in a Supply chain: "cutting out the middleman" Distribution (or place) is one of the four elements of Marketing mix. A distributor is a device in the Ignition system of an Internal combustion engine that routes High voltage from the Ignition coil to the Franchising refers to the methods of practicing and using another person's Philosophy of business. Consumers refers to individuals or households that use goods and services generated within the economy. In popular usage "marketing" is the promotion of products especially Advertising and Branding However in professional usage the term has a wider meaning of The Internet is a global system of interconnected Computer networks Electronic commerce, commonly known as e-commerce' or eCommerce, consists of the buying and selling of products or services over electronic
Some manufacturers want their brands to capture the power of the internet but do not want to create conflict with their other distribution channels, as these partners are necessary and viable for any manufacturer to maintain and gain success. The Census Bureau of the U. S. Department of Commerce reported that online sales in 2005 grew 24. 6 percent over 2004 to reach 86. 3 billion dollars[1]. The United States dollar ( sign: $; code: USD) is the unit of Currency of the United States; it has also been By comparison, total retail sales in 2005 grew 7. 2 percent from 2004[2]. These impressive numbers are attractive to manufacturers, however they have not been able to participate in these sales without harming their channel relationships. Shopatron, an eCommerce company, has developed a solution for manufacturers to sell online and avoid channel conflict by incorporating their dealers into the online sale. Shopatron is an American ECommerce technology company based in California that provides eCommerce solutions to branded manufacturers and retailers of consumer goods products
According to Forrester Research and Gartner, despite the rapid growth of online commerce, an estimated 90 percent of manufacturers do not sell online and 66 percent identified channel conflict as their single biggest issue hindering online sales efforts. Forrester Research is an independent technology and Market research company that provides its clients with advice about technology's impact on business and consumers Gartner, Inc ( is an information technology research and advisory firm headquartered in Stamford, Connecticut. However, results from a survey show that click-and-mortar businesses have an 80% greater chance of sustaining a business model during a three-year period than those operating just in one of the two channels. Among others, the reach will be enhanced by creating another selling channel. Nowadays, E-commerce wins in popularity as second distribution channel, because of the low overhead expenses and communication costs. Their advantage is at the same time their disadvantage, since consumers can communicate less expensive and more easily with each other too. Therefore, price and product differentiation is getting tougher than ever. [3]
Channel conflict can also occur when there has been over production. This results in a surplus of products in the market place. Newer versions of products, changes in trends, insolvency of wholesalers and retailers and the distribution of damages goods also affect channel conflict. In this connection a companies stock clearance strategy is of importance. Stock clearance is an activity by a company where ownership of products and materials move on to another Legal entity. To avoid a channel conflict in a click-and-mortar, it is of great importance that both channels are fully integrated from all points of view. Herewith, possible confusion with customers is excluded and an extra channel can create business advantages. [4][5][6][7]
Notes and references
- ^ Microsoft Word - 2004Report0523.doc
- ^ Microsoft Word - 2004Report0523.doc
- ^ Marmorstein, H. , Rossomme, J. , Sarel, D. , (2003) “Unleashing the power of yield management in the internet era”, California Management Review, vol. 45, No 3, pp 1-22
- ^ Simons, L. P. A. , Bouwman, H. , (2006) “Designing a marketing channel mix”, International Journal of Information Technology and Management, vol. 5, No 4, pp 229-248 Kaplan, S. , Sawnhey, M. , (2000) “E-Hubs: the new B2B marketplaces”, Harvard Business
- ^ Markides, C. , D. Charitou, C. , (2004) “Competing with dual business models: A contingency approach”, Academy of Management Executive, vol. 18, No3, pp 22-36
- ^ Kaplan, S. , Sawnhey, M. , (2000) “E-Hubs: the new B2B marketplaces”, Harvard Business Review, May-June, pp. 97-103
- ^ Chiang, W. K. , Chhajed, D. , Hess, J. D. , (2002) “Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design”, Management Science, vol 00, No. 00, pp. 1–20
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