Abstract
The article aims to enhance the understanding of the effect of channel conflicts on channel efficiency through a conceptual framework, specifically the moderating effect of the conflict resolution strategies on the channel efficiency, the research on which is largely absent in the channel literature. Taking the behavioral science perspective, the paper provides a conceptual model on channel conflict – channel efficiency relationship for three different types of conflict resolution methods-problem solving, bargaining and politics for asymmetric power relationships, which would enable the organizations to adopt relevant conflict resolution strategies to maximize their channel efficiencies and hence maximizing returns from the channel investments.
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