When KFC came into conflict with its franchisees over the brand's Unthink KFC repositioning, which emphasized grilled chicken over its traditional Kentucky fried chicken, KFC experienced ________ conflict.
A) equilateral
B) horizontal
C) multitiered
D) communal
E) vertical

Question

Quizplus · Accepted Answer

The conflict between KFC and its franchisees over the Unthink KFC repositioning represents a vertical conflict, which occurs between different levels of the same supply chain. In this case, KFC, as the franchisor, sought to change the direction of its brand, while its franchisees, who own and operate individual KFC locations, were opposed to the change because it could potentially harm their businesses.

When KFC Came into Conflict with Its Franchisees Over the Brand's