SALES & DISTRIBUTIONCONFLICT MANAGEMENT

Astha Laghate383

Mayank Garg466Sagar Manocha

414Raj Kumar Gupta454

Conflicts Views of Conflict Sources Of Conflict Types of Conflict Levels of Conflict Ways to manage conflicts

Contents

Conflict• Conflict is an expressed struggle between at least

two interdependent parties who perceive incompatible goals, scarce resources, and interference from other party from achieving their goals.

• A process that begins when one party perceives that another party has negatively affected or about to affect something that he cares about

Views Of Conflict Traditional View:

The belief that all conflicts are harmful and must be avoided

Human Relations View: The belief that conflicts are normal and inevitable outcome

in any group

Integrationist View: The belief that conflict is not only a positive force in group

but that it is absolutely necessary for a group to perform effectively

Sources Of Conflict• Conflict may originate from a number of

different sources, including:• Differences in information, beliefs, values,

interest or desires• A scarcity of some resources• Rivalries in which one person or group

competes with another

Types of Conflict• Latent conflict –• Perception about the norm in marketing channels …conditions laid by the

organization is unaware • Perceived conflict –• Physiological effect or pressure leading to cognitive, emotionless and

mental disturbance …channel member senses some sort of conflict exists; e.g.-“all in a days work”.

• Felt conflict –• When channel members not only perceive the opposition or disagreement

but also feel it actually they are felt or affective conflicts.

• Manifest conflict –• Felt conflicts, not managed in time, become manifest conflicts, stop

the cooperation and understanding between two organizations• Usually seen as blocking each other’s initiative or withdrawing

support.

• Functional Conflict –• Disagreement leading to improve the relationship between channel

members and organizations, it becomes functional conflict.• E.g.- interdependence given to channel members

Levels Of Conflict

Individual Level

Conflict

Group Level Conflict

Organizational Level Conflict

Intra Individual Conflict

Inter Individual Conflict

Inter Group Conflict

Intra Group Conflict

Inter Organizational Conflict

Intra Organizational Conflict

Five Ways To Manage Conflict

1 • FORCING

2 • AVOIDING CONFLICT STYLE

3 • ACCOMMODATING CONFLICT STYLE

4• COMPROMISING

CONFLICT STYLE

5 • COLLABORATING CONFLICT STYLE

COMPETITION ADVANTAGES

• The winner is clear• Winner is usually experience gains

DISADVANTAGES• Establishes the battleground for the next

conflict• May cause worthy competitors to withdraw or

leave the organization

AccommodationADVANTAGES

• Curtails conflict situation• Enhances ego of the other

DISADVANTAGES• Sometimes establishes a

precedence• Does not fully engage participants

COMPROMISING

ADVANTAGES• Shows good will• Establishes friendly relationships

DISADVANTAGES• No one gets what they want• May feel like a dead end

COLLABORATION

ADVANTAGES• Everyone “WINS”• Creates Good Feelings

DISADVANTAGESHard to achieve since no

one knows how to get that

Thank You