Channel conflict and high involvement Internet purchases – a qualitative cross cultural perspective of policing parallel importing

This specifically qualitative study explores a situation where marketing channels become lengthened, not shortened, because of the ability of Internet users to overcome knowledge gaps and demolish established channel barriers. The complexity and problems of control in a vertical marketing system (VMS) when it crosses borders and cultures is presented. The example of the motor car is used as a familiar high involvement purchase. The several sources of conflict in the channel are identified and the motivations of the channel partners understood. The historical holders of power in the channel come under pressure to release their hold and face the new changes that the Internet has brought. The study concludes by considering the implications for the future of this complicated and high value VMS.