Channel conflict is generated when one channel member’s actions prevent another channel member from achieving its goal. On the other hand, channel coordination occurs when channel members are brought together to advance the goal of the channel, as opposed to their own potentially incompatible goals. As we know that every manufacturing company needs to plan its distribution and marketing channel appropriately, to ensure market captivity and customer satisfaction along with growth and profitability. In the process of the constant supply of products in the market, several channel partners and intermediaries join the supply chain of the brand. Any clash and disturbance among these trading partners can be considered as a channel conflict. In the vertical level conflict, the channel partner belonging to a higher level enters into a dispute with the channel member of a lower level or vice-versa.

Adarsh S

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