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Managing Conflict in Distribution Channels: A Laboratory Study

Louis W. Stern, Brian Sternthal and C. Samuel Craig
Journal of Marketing Research
Vol. 10, No. 2 (May, 1973), pp. 169-179
DOI: 10.2307/3149822
Stable URL: http://www.jstor.org/stable/3149822
Page Count: 11
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Managing Conflict in Distribution Channels: A Laboratory Study
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Abstract

This article examines a laboratory methodology for studying interorganizational conflict between members of a distribution channel. A parasimulation approach was used to investigate the effectiveness of a superordinate goal and an exchange-of-persons program in managing conflict.

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