An Examination of Marketing Channel Conflict and Cooperation in the Motorsports Industry

Abstract

This article describes underlying causes and effects of marketing channel conflict. Channel conflict can produce benefits and drawbacks to the channel members. This article identifies factors that affect cooperation between channel members in the motorsports industry. Motorsports is a major component of the global entertainment industry influencing other major industries, such as motor vehicle manufacturing, hospitality, and tourism. Within the marketing channel, there are various factors that create and impact the level of conflict among the channel members. Typical sources of conflict among motorsports channel members include goal differences, competition over channel resources, expectations divergence, role clarity, and non-fulfillment of roles. Managers of organizations in the motorsports industry can influence the intensity of these conflicts to improve performance of the marketing channel.

KEYWORDS:

• channel conflict
• entertainment marketing
• marketing channel management
• motorsports industry
• sports marketing

Notes

Dr. Paul W. Clark, editorial board member of the Journal of Marketing Channels, conducted the review process for this article.