The Stanley company wants Home Depot to carry all its tools but not the tools of its competitors so that Stanley can maximize its sales. But Home Depot carries a mix of tool brands so it can maximize the sales in its tool category. This misalignment of goals will likelylead to a(n)________ channel conflict.

Question

Quizplus · Accepted Answer

This is an example of vertical channel conflict, where the goals of the manufacturer and the retailer are not aligned. Stanley wants exclusive distribution, while Home Depot wants to offer a variety of tool brands to maximize sales.

The Stanley Company Wants Home Depot to Carry All Its