CONFLICT-RESOLUTION PROCESSES IN CONTRACTUAL CHANNELS OF DISTRIBUTION

On the basis of power theory, theory of relational exchange, and related literature from the fields of organizational behavior, political science, and communications, a set of hypotheses are derived to predict the choice of the four archetypal conflict resolution strategies proposed by March and Simon. Specifically, the contingent impacts of issue characteristics, dependency, and the emergent sentiments of relationalism on this choice behavior are evaluated empirically within the franchised channel of fast food restaurants. The results reveal a high overall incidence of the integrative problem-solving approach, but a preference for third-party intervention when the disputed issues involve high stakes, complexity, and policy connotations and when the franchisee dependency is rated high.