Astha Laghate 383Mayank Garg 466Sagar Manocha 414Raj Kumar Gupta 454

Conflicts

Views of Conflict

Sources Of Conflict

Types of Conflict

Levels of Conflict

Ways to manage conflicts

• Conflict is an expressed struggle between at least twointerdependent parties who perceive incompatible goals,scarce resources, and interference from other party fromachieving their goals.

• A process that begins when one party perceives thatanother party has negatively affected or about to affectsomething that he cares about

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

• Conflict may originate from a number of different sources,including:

• Differences in information, beliefs, values, interest ordesires

• A scarcity of some resources

• Rivalries in which one person or group competes withanother

• Latent conflict –

Perception about the norm in marketing channels …conditions laid by theorganization is unaware

• Perceived conflict –

Physiological effect or pressure leading to cognitive, emotionless and mentaldisturbance …channel member senses some sort of conflict exists; e.g.-“all in adays work”.

• Felt conflict –

When channel members not only perceive the opposition or disagreement butalso feel it actually they are felt or affective conflicts.

• Manifest conflict –

Felt conflicts, not managed in time, become manifest conflicts, stop thecooperation 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 channelmembers 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

1 • FORCING

2 • AVOIDING CONFLICT STYLE

3 • ACCOMMODATING CONFLICT STYLE

4 • COMPROMISING CONFLICT STYLE

5 • COLLABORATING CONFLICT STYLE

• The winner is clear• Winner is usually experience gains

• Establishes the battleground for the next conflict• May cause worthy competitors to withdraw or leave the

organization

• Curtails conflict situation• Enhances ego of the other

• Sometimes establishes a precedence• Does not fully engage participants

• Shows good will• Establishes friendly relationships

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

• Everyone “WINS”• Creates Good Feelings

Hard to achieve since no one knows how to get that