Based on open systems theory this article discusses the effect of manufacturers adopting diversified channels on two different forms of channel conflicts,and it also examines the moderating effect of the marketization level on the relationship between channel diversification,cross-channel conflicts,and intra-channel conflicts.This article collects 520 survey data from Chinese manufacturers,introduces second-hand data from the marketization index,and applies statistical methods to analyze the data and test hypotheses.We find that,firstly,the adoption of diversified sales channels by manufacturers can lead to conflicts between various channels within the manufacturer,and also exacerbate conflicts between manufacturers and cooperating distributors within the same channel.Secondly,manufacturers adopt diversified channels to exacerbate intra-channel conflicts with distributors in the same channel,thereby reducing the firm's performance.Thirdly,the marketization level will weaken the positive impact of channel diversification on cross-channel conflicts.At the end of the article,the research results are discussed from the perspectives of theoretical contributions,practical applications,and research shortcomings.
NETL
NSTL
万方数据
