Choose an industry, then identify and describe two examples of potential channel conflict that could arise in that market due to creation of a direct online sales channel. For each example, identify how the business could resolve or respond to the conflict.
For this exercise, I have chosen to explore the potential channel conflicts when purchasing Apple products online as opposed to purchasing brick and mortar. Online purchasing from Apple is generally simple. They are usually in stock of all colors and sizes. Brick and mortar (Apple retail or others) purchasing has the potential for stock issues and uninformed employees.
Instructor “Food For Thought” Question:
As we begin this week’s discussion on channel conflict, lease review the following clip regarding offline v. online channels. Tell me, what are your thoughts regarding the significance of channel conflict?
Instructor “Food For Thought” Answer: