Channel Conflict, Cooperation, and Control: An Experiential Learning Exercise

Authors

  • Dale M. Lewison

Abstract

Vertical interactions between members of a marketing channel of distribution are natural settings for experiential learning exercises. The channel interactions of conflict, cooperation and control are common daily occurrences within the marketing! distribution field; as such, marketing students not only should have general exposure but also some practical experiences with these occurrences. While the diversity of channel conflict issues, cooperative efforts, and control strategies offer the potential for a large number of learning experiences, the rather formal structure of the marketing channels itself is conducive to the development of meaningful participating exercises.

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Published

1977-03-13