In channel conflict, what type of conflict occurs among partners at the same level?

In channel conflict, horizontal conflict refers to disputes that arise among partners or entities operating at the same level within a distribution channel. This type of conflict can occur between retailers, wholesalers, or distributors who are competing for the same customers or market share. For instance, if two retailers in the same geographic area are selling the same product from the same manufacturer, they might find themselves in competition, leading to pricing wars or disagreements over promotional strategies.

This situation highlights the challenges that occur when multiple businesses at the same distribution level vie for similar clientele, which can ultimately affect overall sales and brand perception. Understanding horizontal conflict is crucial for effectively managing relationships within the marketing channel, ensuring that all parties can work collaboratively rather than competitively, thereby optimizing the overall performance of the supply chain.