The management at Target stores was angry with Goodyear Tire Company about its decision to also sell its brand through Walmart. This is an example of horizontal channel conflict.
When a franchisee in a neighbouring town feels that the territory of another franchisee has been trespassed upon, horizontal channel conflict results. Last but not least, multichannel conflict happens when a firm creates two or more channels that compete with one another for the same market.
Conflict between horizontal channels occurs at the same level inside a single distribution channel. An illustration of this is when two merchants that are affiliated with the same manufacturer have different promotional plans or service areas.
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