Traditionally, Marshall's Candles have used direct sellers to distribute its products. However, it recently made the decision to allow customers to purchase candles directly from its website as well. This decision is likely to create ____________ with its independent distributors.

Question

Quizplus · Accepted Answer

Allowing customers to purchase products directly from a manufacturer can result in channel conflict, as independent distributors may feel their sales and profits are being threatened. This conflict arises from the change in the distribution channel and the potential loss of sales for the distributors.

Traditionally, Marshall's Candles Have Used Direct Sellers to Distribute Its