Managing Channel Conflict during the Development of Online Retailers in Albania

The study investigates how online retailers manage channel conflict created from development of online selling and marketing platforms in the Albanian market. A case study research method applies to generate understanding of the main channel conflict within consumer electronic marketing channels, taking in consideration retail stores, e-commerce website and social media platforms. The study provided information in three main sections including an overview of the possible online marketing channels that the firm can have apart the e-commerce website, the main influences of electronic marketing channels adoption and the process of avoiding the channel conflict. The case study results mentioned the main conflict created relates in selling top products within different channels meantime the stock of these products covers only the physical stores. Main implications of this study relates to managing channel conflict in terms of stock management within physical and online retailers through using social media and e-commerce platforms for information and physical store to close the sales transaction.