This matrix that allows a B2B channel manager or sales account manager to map conflicts that occur in channel relationships. Conflicts can be real, imaginary or permanent.

1. Channel Conflict Matrix
Overview

2. Channel Conflict
• Channel conflict is behaviour by a channel
member that is in opposition to its channel
counterpart. (Anderson & Narus 1990;
Morgan & Hunt 1994).
• The nature of conflict can create separation
in channel relationships.
• The importance of managing channel
conflict is important before it impacts
commitment and trust.

3. Channel Conflict Matrix - Application
1. Identify the conflicts that you have with you
current distributor partner.
2. Plot the conflicts based on the y axis based
on degree of conflict and x axis intensity of
conflict on the matrix.
3. Develop a communication plan to resolve
or contain conflict with your channel
partner.

4. Channel Conflict Matrix
Degree of
Conflict
High
i.e. vendor sells direct
High Conflict
Zone
Med
i.e. over distribution
Medium Conflict
Zone
Low
i.e. backorder, stop credit
Low Conflict
Zone
Minor Disagreement Occasional Disputes of Intensity of
Intense Major impact Conflict
Disagreements

5. Key Points
• Conflict can be positive or negative
• Resolution strategies revolve around negotiation,
problem solving, persuasive mechanisms,
legalistic strategies.
• The success with which channel conflicts are
resolved often depend on negotiation
• Creating Mutual value through a series of trade
offs “I will help you if you help me”
• Problem solving
• Interdependence the degree that each channel
member needs the other.
5

6. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard