The Conflict Between Online and Offline

The Conflict Between Online and Offline Student’s Name Institution Affiliation Main Findings The evolution of technology comes with changes in the way people make purchases online. Due to the changes in the market environment, more organizations are taking their businesses online to tap into the potential of the online markets. Therefore, it raises concerns regarding the online and offline markets. As a result, it requires some careful planning and management to avoid such conflicts (Red Technology, 2018). In this regard, it is important for merchants to understand the primary drivers of potential conflicts when launching new channels of businesses so that they can develop the best strategies to mitigate the conflicts. The mitigation would allow the business channels to integrate effectively into the existing market routes by avoiding the potential conflicts. In this regard, there are two main potential solutions. When launching a new e-commerce channel to sell to the end users directly, the business has the potential of causing conflict issues with the existing third-party channels that are currently serving those markets. Therefore, it is fundamental that a manufacturer adopts some strategies when launching the store to avoid channel conflicts. Some of the methods that could be used to avoid conflict include selling at RRP only and offering cheaper items online. Furthermore, the manufacturer might offer services like end-user product registration to help build vital information about the end users (Red Technology, 2018). On top of that, the manufacturer could use the e-commerce market to launch a range of products and brands that are not characteristic of the existing third parties. On the other hand, the e-commerce platform could also be used for testing new territories due to the relatively low costs associated with deployment. In this regard, there would be no conflict since the e-commerce market could only be used to serve new internati...