Similarities between conflict and cooperation in the marketing channel

Robert H. Ross, Robert F. Lusch

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


This article examines the relationship between two causes of conflict: domain dissensus and perceptual incongruity, and the levels of conflict and cooperation within a marketing channel dyad. Utilizing a national sample of food broker-food wholesaler dyads, four hypotheses were tested-two relating domain dissensus and two relating perceptual incongruity to conflict/cooperation. Results indicated no significant relationship between either perceptual incongruities or domain dissensus and the level of conflict found in the dyad, while a significant negative relationship was found between both perceptual incongruities and domain dissensus and the level of cooperation in the dyad.

Original languageEnglish (US)
Pages (from-to)237-250
Number of pages14
JournalJournal of Business Research
Issue number2
StatePublished - Jun 1982
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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