Overcoming Inter-channel Conflict in an Omnichannel World / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Decision making--Case studies.

Decision making.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

Ramachandra Rao, the newly promoted Head of Sales and Marketing at Laser Electrical Limited (LEL) India, had to decide on a channel strategy to deliver 20% sales growth in 2024. Rao faced a considerable interchannel conflict between the managers and sales staff of the general trade (GT), modern trade (MT), and e-commerce channels. Although GT was the most extensive channel, it was also the slowest growing. Similarly, e-commerce was the smallest channel but was slated to grow quickly. The service output delivered by these three channels was significantly different, but consumers becoming omnichannel (seamlessly moving from one channel to another during their search, selection, and purchase process) led to a price comparison between the three channels. LEL's sales team managing the GT and MT channels complained of being treated unfairly compared to the e-commerce team. Rao had called a meeting of the heads of the three channels to resolve this conflict, listen to their input, and ponder possible solutions. Students will be asked to compare the service outputs delivered by the different channels and the prices charged by them. Also, students will debate the merits and demerits of using multiple channels to meet the requirements of omnichannel customers and methods of reducing any channel conflict that arises.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071977958

1071977954

OCLC:

1483993604