KitchenAid has established an electronic storefront so that its customers can purchase mixers and accessories from its website. This establishment of electronic storefront is likely to result in a _____ conflict between KitchenAid and its retailers.

Question

Quizplus · Accepted Answer

A vertical conflict occurs when there is a disagreement or competition between two different levels within the same distribution channel, such as a manufacturer (KitchenAid) and its retailers. By selling directly to consumers, KitchenAid competes with its own retailers, potentially leading to conflict over sales, pricing, and market share.

KitchenAid Has Established an Electronic Storefront So That Its Customers