Author(s)
  Hunt, Kenneth A.

Source
  Journal of Retailing, Winter 1995, v71n4, p. 417-436 (20 pages)

Abstract:
  It has long been recognized that conflict within channels of distribution can be either functional or dysfunctional. What is lacking in the literature is a clear understanding of the cognitive processes within the channel that determines whether conflict is to be viewed as functional or dysfunctional. A study introduces information processes to the channel literature to explain how channel members form scheme against which new information about a specific channel member is compared. The comparison of new information against an existing schema influences whether a specific conflict episode has the potential of being viewed as functional or dysfunctional. The study develops the notion that both individual boundary personnel and the organization form schema. In addition, it is contended that the organization's schema is a superordinate schema that is conveyed to the individual boundary personnel and acts as the primary mechanism used to compare incoming information. A model of this process and managerial implications are presented.