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Author(s): Joseph Akam Mpuon, Eko Hodo Anna, Maurice Efiom Eyo, Nkebem Orok Edet, Happiness Sunday Akam.

Volume/Issue: Volume 7 , Issue 4 (2024)

Abstract:

This study examined the relationship between supply chain channel conflict management and marketing performance of agricultural products firms in Nigeria. Despite the increased in supply chain channel management conflict literature and the development of the nation’s agricultural industry, there seem to be few empirical researches on supply chain channel conflict management as they relate to marketing performance of agricultural products’ firms. Particularly, it appears like only few studies have taken in to consideration the performance improvement of supply chain channel conflict management on marketing efficacy within the agricultural industry in Nigeria. The lack of literature by scholars with respect to supply chain channel conflict management in the context of Nigerian agricultural industry to resolve conflict among channel members could properly be the root cause of ineffective marketing performance of agricultural products’ firms. On the basis of this limitation, the researchers therefore, sought to discuss this lacuna, thereby bridging acknowledge gap. Based on the objective of the study, a systematic survey was utilized to obtain information from 276 management staff of agricultural product enterprises. The data were analyzed using descriptive and inferential statistical techniques. The results demonstrated that supply chain channel conflicts management has a significant relationship with marketing performance of agricultural products firms. It was concluded that supply chain managers should develop adequate supply chain channel conflict management techniques in order to enhance their marketing performance.

Keywords:

Agribusiness, channel conflict, marketing performance, resource-based view, supply chain channel management.

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