Constructing Marketing Channel Conflict Index (MCCI): A Complete Model

Abstract

In marketing channels, there are primary members as well as specialized channel members. Conflict over different issues among these members is a common thing. To manage the conflicts, it is important to know the intensity of these channel conflicts. However, in literature, there is no such model that can help channel management to understand the degree in the intensity of channel conflict. Some academics and practitioners use the "channel audit" to identify channel conflict. A channel audit is a tool that can be used by an organization to take stock of each channel currently moving messaging through the organization. By definition, the channel audit cannot identify channel conflict or measure the intensity of the conflict. The present paper proposes a complete model to measure the degree of marketing channel conflict, step by step. Based on the calculated intensity of conflict, channel managers will be able to take necessary steps, if required, to increase the channel efficiency. The proposed model is explained with a numerical example for easy understanding of the model.