| With the development of Internet and e-commerce,many traditional enterprises have established online channels.In this process,they also encounter the channel conflict problem.While there are some studies on channel conflict management,most of them focus on the introduction to the problem,paying little attention to the conditions to be applied and how they should be implemented.Using the case study research,this study examines strategies adopted by Supor and Haier,with respect to channel integration and channel segmentation.This study finds that while selecting the appropriate channel conflict management strategy,enterprises need to take its resource base into consideration.Second,in the implementation of the strategy,different strategies will lead to different orchestration actions.In the implementation of the integration strategy,enterprises update and coordinate the internal resources,extend and expand external resources,and form the ambidextrous capability.In the implementation of segregation strategy,the enterprises resource-based actions are mobilizing and deploying external resources,and acquiring and enriching internal resources and formed the polarization capability.In addition,integration strategy is not the only optimal solution for enterprises.The segmentation strategy also has its advantages.By applying the perspective of resource orchestration,this study has contributed to the channel conflict management theories by illustrating how the enterprises resolve channel conflicts through resource orchestration actions using two different strategies.In addition,this study also provides implication for practitioners to choose appropriate channel conflict management strategies. |
