International Conference on Advanced Computer Theory and Engineering, 4th (ICACTE 2011)

Abstract

The aim of this study is to present the manner by which a distributer company\textquoterights managers can recognize channel conflict and the measures to reduce the bad effects of channel conflict. To obtain the main method of data collection in this research, descriptive and qualitative approaches were selected on the basis of interviews (the conducted interviews were face-to-face and in-depth). A case study was also carried out in addition. The two companies under observation in this research are: a) {\textquoteleftChika} Company\textquoteright and b) {\textquoteleftEtka} Chain Stores\textquoteright. The study clearly indicated that the managers of these companies are quite aware of the channel conflict issue. Numerous conflicts by the Internet were also discovered. In each company well-functioning strategies were used for the prevention and decrease of the bad effects of channel conflict. These strategies varied due to companies\textquoteright conditions variation.