Channel diversity, constructive and destructive conflicts: the moderating role of network centrality

Purpose This study aims to investigate the impact of channel diversity on constructive and destructive conflicts in manufacturer-distributor relationships, as well as the mediating role of distributor opportunism and the moderating role of distributor network centrality. Design/methodology/approach This paper collected channel dual data to represent channel behavior in manufacturer-distributor relationships accurately. Using 208 matched manufacturer distributor bilateral data from Chinese B2B firms validate the conceptual model. This paper tested the proposed hypothesis using AMOS 24.0 software. Findings Channel diversity strengthens constructive conflict and weakens destructive conflict between manufacturers and distributors. Distributor opportunism plays a mediating role between channel diversity and constructive conflict. Distributor network centrality reinforces the positive impact of channel diversity on constructive conflict and the impact of channel diversity on destructive conflict. Originality/value This research contributes significantly to developing channel diversity and conflict theory by expanding the dyadic view to a network view. It also provides valuable insights for managers, highlighting the importance of maintaining a good relationship with distributors with high network centrality. The research results allow the constructive aspects of channel conflict to manifest fully and enhance the effectiveness of channel management. Distributor firms should prioritize communication and contact with network members to increase their network centrality, enabling them to take more initiative, exert influence and establish advantageous cooperative partnerships with manufacturers.