Channel conflict matrix analyses how to resolve different channel conflicts Relative importance of threatened channel Higl LOW High Address channel conflict threatened channel orde Traditional retailer Conf Internet ct 4 Reassure LOW embers of neatened iothers Ignore channe Source: Adapted fromC. Bucklin, P. Thomas-Graham and E Webster, ' Channel conffict: w hen is it dangerous?', McKinsey Quarterly, 1997, No. 3, pp 36-43Relative importance of threatened channel Risk of conflict between different channels Low High Low Reassure members of threatened channel Address channel conflict Accept the decline of threatened channel Ignore 1 2 3 4 Traditional retailer Internet M a i l o r d e r O t h e r s Conf lict Source: Adapted from C. Bucklin, P. Thomas-Graham and E. Webster, ‘Channel conflict: w hen is it dangerous?’, McKinsey Quarterly, 1997, No. 3, pp. 36–43. Channel conflict matrix analyses how to resolve different channel conflicts High