Channel conflict arises because supply chain members sometimes have ______

• A. Aligned strategies
• B. Uniform pricing
• C. Shared markets
• D. Conflicting goals

Answer: (D)

Channel conflict happens when everyone in the supply chain is pursuing different objectives, incentives, or priorities without enough coordination. When manufacturers, distributors, and retailers each aim for their own best outcome—whether it’s higher margins, faster turnover, or a larger market share—these goals can pull actions in opposite directions. That misalignment shows up in pricing, promotions, product availability, and channel control, creating friction and competition among members. This is why conflicting goals best explain why channel conflict occurs. If strategies were aligned, pricing were uniform, or markets were managed cooperatively, the channel would be more harmonious and friction would lessen.