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Through a problem with goal inconsistency, a manufacturer of cooking utensils is having a disagreement with a retail chain that carries its product line. The disagreement is new and has not reached the stage where it requires third-party intervention. What method(s) can be used to settle this conflict? What method(s) are likely to work?

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 17, 18, and 19, Pages 503-588.

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Through a problem with goal inconsistency, a manufacturer of cooking utensils is having a disagreement with a retail chain that carries its product line. The disagreement is new and has not reached the stage where it requires third-party intervention. What method(s) can be used to settle this conflict? What method(s) are likely to work?

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It is necessary for the manufacturer to come on common grounds in terms of vision, mission and goals and objectives with the retail chain in order to settle the conflict. Both the parties should sit down together, understand each other's vision and goal for the ...

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