Distribution Management 189
channel members. On the basis of the evaluation, the producer may decide to modify the channel
arrangements. With the expansion of market, change in customer behaviour, arrival of new players,
development of more innovative channels and changes in the product’s life cycle stage, it becomes
indispensable to modify channel arrangement by dropping the existing and including new channel
members to perform the act of distribution.
9.3.10 Channel Conflict
When any two members of a channel or two different channels fail to reach an agreement regarding
selling practice and each feels that the other prevents it to reach its goal, channel confl ict arises. Channel
confl ict is mainly of three types— vertical channel ...