Channel Conflict When Adding Internet Channel on Existing...

Channel conflict when adding the Internet as a complementary marketing channel to an existing marketing channel system. A case study of a Greek mobile telecom retailer. by GEORGIA EFROSSINIDOU carried out in conjunction with WIND Hellas Telecommunications, Leicester October 2009 Project submitted to Leicester University in partial fulfillment of the requirements for the degree of Master of Business Administration. CONTENTS Page Acknowledgments Executive Summary Introduction Internet as a marketing channel Multi-channel system Research problem Research question one Research question two Research question three Research question four Delimitations Literature review Benefits from multi-channel retailing Challenges of a†¦show more content†¦Resistance by both channel members has been when bringing up the subjects of dissimilar products’ pricing; of disproportionate allocation of budget across channels as well inconsistent rewarding systems between channels’ staff. Illogical and unfair pricing structures and unsynchronized cross channel marketing are examples of conflict impacts. Moreover, we traced that coalitions consider conflict as functional and that it can work as a â€Å"stimulant† in the sense that it can be a vehicle for organizational growth and creativity. Proposed diminution of any conflicts was raised in the study such as improved communication, channelsà ¢â‚¬â„¢ integration like cross-promotional strategies and compatibility between operations. Finally, some areas have been identified for future research consideration. page -4- 1 Introduction 1.1 Internet as a marketing channel When e-commerce first boomed in mid 90’s, retailers were warned that the age of connectivity (â€Å"clicks†) would put traditional retailers (â€Å"bricks and mortar†) out of business (Berman Evans, 2007:9). Store based retailers faced the challenge of adapting to a new set of competitive rules made necessary by the advent of online sales (Bendoly et al, 2005). Through the year the retail market became even more competitive and complex. Retailers faced aShow MoreRelatedDesigning and Managing Integrated Marketing Channels3538 Words   |  15 PagesChapter 15: Designing and Managing Integrated Marketing Channels GENERAL CONCEPT QUESTIONS Multiple Choice 1. Intermediaries who buy, take title to, and resell the merchandise are called ________. 2. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________. 3. 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