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دانلود رایکان مقاله انگلیسی ISI با موضوع مدیریت کانال توزیع در عصر تجارت الکترونیکی

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مدیریت کانال توزیع در عصر تجارت الکترونیکی

عنوان انگلیسی مقاله:

Managing channels of distribution in the age of electronic commerce

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5. Discussion

The top issue for most B2B companies today is channel conflict — how interacting with customers on the Internet affects their reseller relationships [29]. Emotions run high when a channel conflict arises and the relations between the channel partners are damaged [32]. Indeed, the biggest disadvantage of B2B e-commerce is the threat of alienating distributors, resulting in the loss of physical distribution points [33]. However, while channel conflict may be turning into a battleground, the only deeper fear on the part of industrial suppliers is having no Internet strategy at all [2]. In this paper, we have taken a proactive approach toward managing channel conflict. That is, it is more effective to prevent unwanted conflict from occurring in the first place than having to resolve it afterward. We argue that it is generally desirable to reduce or minimize the amount of channel conflict. While this view is consistent with other channels researchers [37], we acknowledge that there are situations where some amount of channel conflict is constructive, especially when it motivates firms to adapt, grow, and seize new opportunities [16]. Moreover, supplier organizations must be willing to tolerate some amount of channel conflict in the name of increased sales and profits. Consider the case of Apple Computer. Despite the risk of alienating its traditional retailers, Apple is taking steps toward opening a chain of company-branded retail stores in addition to selling products direct on the Internet. The motivation for such action lies in the opportunity for Apple to boost sales and profits in an effort to bolster what many see as a weakness in their strategy: insufficient distribution [40].