Take-Aways   102 CHAPTER 4

CONtENts
xii
Need for Expectations of Continuity 115
Need for Reciprocation: Mutual Commitment 116
Strategies for Building Commitment 117
How Downstream Channel Members Commit 120
How Upstream Channel Members Commit 120
Building Channel Trust 121
Need for Economic Satisfaction 121
Strategies for Building Channel Partners’ Trust 123
Role of Noneconomic Factors 123
Decision-Making Processes 125
Overcoming Channel Distrust 126
Preventing Perceptions of Unfairness 126
The Channel Relationship Lifecycle 128
The Five Stages of a Channel Relationship 128
Managing the Stages 131
Managing Troubled Relationships 133
Relationship Portfolios 133
Relationship Quality 134
Multi-Channel Versus Omni-Channel Relationships 134
Take-Aways
 
137
CHAPTER 5 
Channel Conflict
 
141
Learning Objectives 141
Introduction 141
The Nature of Channel Conflict 142
Types of Conflict 142
Measuring Conflict 143
Consequences of Conflict 145
Functional Conflict: Improving Channel Performance 145
Manifest Conflict: Reducing Channel Performance 147
Major Sources of Conflict in Channels 148
Competing Goals 150

CONtENts
xiii
Differing Perceptions of Reality 151
Intrachannel Competition 152
Omni-Channels 153
Identifying Multi-Channel Conflict 154
Managing Multiple Channels 156
Unwanted Channels: Gray Markets 157
Mitigating the Effects of Conflict in Balanced Relationships 160
Perceived Unfairness: Aggravating the Effects of Conflicts 161
Conflict Resolution Strategies 161
Forestalling Conflict through Institutionalization 162
Information-Intensive Mechanisms 162
Third-Party Mechanisms 163
Building Relational Norms 164
Using Incentives to Resolve Conflict 165

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