The impact of internet on conventional marketing channels a case study of food products in Iran

Abstract

The purpose of this study is to consider ways by which managers in a distribution company can recognize channel conflict and identify measures that can reduce the bad effects of channel conflict. To investigate these aspects, qualitative and descriptive approaches were selected involving face-to-face, in-depth interviews. Two companies based in Iran were used as case studies:‘Chika Company’and ‘Etka Chain Stores’. The study indicates that the managers of these companies are well aware of channel conflict issues. Numerous conflicts related to internet distribution were identified. In each company well-functioning strategies were used for the prevention and mitigation of the bad effects of channel conflict. These strategies varied according to the circumstances of each company.