Perceived Channel Dependency and Conflict Resolution: Methods Employed by Retailers

The manner in which a channel member attempts to manage conflict with its partners is empirically examined. Conceptually and empirically distinct response modes are considered that parsimoniously capture the behavioral mechanisms of conflict resolution. It is argued that the formulation and use of these methods of conflict resolution will vary with perceptions of the channel relationship. Specifically, a retailer’s perception of self and other firm dependency upon a given exchange arrangement (i.e., perceived symmetry of dependency) will interact at different levels o/relative dependence to affect the nature of conflict resolution employed.