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| The Effect of Channel Diversity on Manufacturer-Distributor Relationship |
| ZHAO Xingyu，ZHUANG Guijun |
| Xi’an Jiaotong University, Xi’an, China |
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Abstract This study explores the impact of channel diversity on the relationship between manufacturers and distributors through channel conflict and channel collaboration (operationalized as joint planning and joint problem solving). By analyzing the data collected from 477 respondents, the empirical research findings show that: ①channel diversity can increase the conflict between manufacturers and distributors; ②channel diversity also can increase the level of collaboration between the two parties； ③channel diversity has a double-edged sword effect on the relationship between manufacturers and distributors: channel diversity can reduce manufacturers’ satisfaction with cooperation by intensifying channel conflict, and at the same time can increase manufacturers’ satisfaction with cooperation by improving channel collaboration.
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Received: 07 May 2020
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